EXAMINING THE IMPACT OF ORGANIZATIONAL AND CUSTOMERS' OPERANT RESOURCES ON WORD-OF-MOUTH IN PREVENTATIVE HEALTHCARE SERVICE: A COMPREHENSIVE ANALYSIS ON CHILDREN IMMUNIZATION

Abstract

According to the service-dominant logic, the customers always contribute their resources to service delivery. This study adopts the service-dominant logic approach to social marketing in the context of preventative healthcare services for children immunization and investigates the influence of organizational (administrative quality, technical quality, and interpersonal quality) and customer operant resources (cultural resources, physical resources, and social resources) on word-of-mouth. Hierarchical multiple regression was used to test our hypotheses and the evidence indicated that all three quality dimensions of organizational operant resources significantly predict word-of-mouth behavior. Conversely, among three types of customer operant resources, social resources significantly predict word-of-mouth. The study contributes empirical insights to services marketing theory, social marketing theory, and practice.