Perceived Service Quality in the Context of Health Centres: Relationship with Word of Mouth Communications

The purpose of this study was to examine the relationship between service quality dimensions and word of mouth communications (WOM) in the context of health centers. 100 women, members of a private health center, comprised the sample. Service quality was measured by using a context-specific scale developed by Alexandris et al. (in press). A subscale from the Behavioral Intentions Questionnaire (Zeithaml et al., 1996) used in order to measure WOM. As results indicated a positive correlation exists between all service quality dimensions and WOM. Results from a regression analysis indicated that only the dimensions of reliability, personnel and responsiveness predicted customers’ word of mouth communications. As de Ruyter et al., (1998) mentioned the dimensions of service quality that predicted favorable intentions varied according to the type of industry under investigation. According to findings of this study, managers of health centers could develop positive WOM, by improving specific elements of their services.