Розширена анотація українською мовою

Метою даної статті є аналіз концепції споживчої цінності, описаної вченими Сенгіз та Кіркбір (2007), з точки зору восьми ключових оціночних індикаторів впливу на залучення споживачів та рівень їх лояльності. Автори зазначають, що кожен з восьми індикаторів споживчої цінності послуг розглядався окремо у попередніх дослідженнях. Тому у цій статті представлено результати врахування сили дії усіх індикаторів споживчої цінності послуг на зростання кількості залучених клієнтів та рівня їх лояльності на прикладі оздоровчих центрів Єгипту. Об’єкт дослідження було обрано виходячи з тенденції стрімкого зростання обсягу ринку оздоровчих послуг в Єгипті. Імпульсом зростання зазначеного ринку було залучення клієнтів до процесу формування асортименту та плану надання послуг: місячні програми з фітнесу, позитивні/негативні рекомендації конкретного оздоровчого центру своїм друзям, родичам та іншим випадковим користувачам у соціальних мережах, а також отримання відчуття приналежності до конкретного оздоровчого центру. Окрім цього, у багатьох оздоровчих центрах також було створено активний механізм отримання скарг та залучення клієнтів до процесу вирішення виявлених проблем. Запроваджені зміни в системі надання оздоровчих послуг призвело до активізації позитивних поведінкових намірів клієнтів. Емпіричні результати роботи ґрунтуються на анкетуванні через особисті інтерв’ю з респондентами у різних оздоровчих центрах. Дослідженням охоплено 400 користувачів оздоровчих центрів з цільовою групою – підлітки, молодь та доросле населення. Крім того, було розглянуто вплив бренду оздоровчого центру на взаємозв’язок між задоволенням і рівнем залучення клієнтів. Визначено вплив віку цільової аудиторії на взаємозв’язок між якістю послуг і рівнем залучення клієнтів. Авторами перевірено вплив рівня залучення клієнтів на взаємозв’язок між контролем та лояльністю споживачів.  

Ключові слова: споживачі, корисність, залучення споживачів, послуги, лояльність бренду, оздоровчі центри.

Класифікація JEL: O14.

Цитувати як: Mohsen, Yo., Hussein, H.M., Mahrous, A.A. (2018). Perceived service value, customer engagement and brand loyalty in health care centres in Egypt Marketing and Management of Innovations, 3, 95-108. https://doi.org/10.21272/mmi.2018.3-08

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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