The layers of relational communication in evaluating health care services

Purpose – This study aims to determine communication factors in various social settings that influence a comprehensive evaluation process ranging from information search before selecting a service organization to a service value assessment after using healthcare services. Design/methodology/approach – An empirical study using structural equation modeling tests the relationships among factors of the social environment in pre- and post-consumption evaluations with a sample of over 400 outpatients. Findings – The results indicate that service value evaluations are influenced by health-related communications with family before being diagnosed, opinions from family and friends in the decision-making process and interaction with other patients after choosing a hospital. The level of evaluation is mediated by how willing consumers are to exchange thoughts and ideas with others. Research limitations/implications – Future studies could consider the differences in gender and culture, and include more various resources such as patients from different hospitals and geographical areas for better generalizability. Practical implications – The paper identifies the importance of understanding how social relationships are involved in creating satisfied customers who will be loyal, generate good news and recommend services to others. The findings are conducive to planning and executing public relations strategies throughout the pre- and post-purchase process. Originality/value – Unlike the previous research that focused on service provider-oriented factors influencing customer satisfaction, the study investigates the effect of consumer-oriented social elements on service value evaluation to extend the horizon of public relations planning.