Customers Service Experience in Hospitals: A Dip and SOS Construct of Negative Encounters

Abstract

In order to keep a competitive advantage and to fullfill the needs of customers, service companies must offer favorable customer experiences and services. A service experience may be seen as a service process that creates customers’ cognitive, emotional and behavioral responses, resulting in a mental mark, a memory (Johnston and Clark, 2001). If the service experience is negative, the customers’ perceived justice influences complaint behaviors (Schoefer and Diamantopoulos, 2008), as well as their emotions and loyalty towards the firm (DeWitt et al., 2008).