Abstract
The aim of the present study was to investigate the role of customer experience quality factors in determining customer loyalty among private hospitals in Pakistan. Customer satisfaction, as a mediator, and familiarity and competitive choices, as moderators, have also been analyzed to intensify the significance of this study. The associations among loyalty, satisfaction, and customer experience quality facets have been comprehensively investigated which have largely been ignored in prior studies despite having considerable significance. Cross-sectional data were gathered using a convenience sampling technique by distributing self-administered questionnaires in 15 major private hospitals. 493 correctly and filled questionnaires, out of 530, were returned indicating that the response rate for this study was 93%. SPSS-25 and AMOS-22 were used for analyzing the collected data by executing different tests i.e. reliability, correlation, multiple regression, moderated regression, and bootstrapping for mediation. The findings of the study demonstrate significant and positive associations of outcome quality, peer to peer quality, and interaction quality with customer loyalty, and partial mediation of customer satisfaction was also identified among these associations. Additionally, this research has also evidenced the insignificant moderating role of familiarity with the three facets of customer experience quality on customer satisfaction. Moreover, the association between customer satisfaction and loyalty has not been moderated by competitive choices. Future studies may be carried out across diversified cultures to test the generalizability of the outcomes of the present study. Managers and policymakers should consider the significance of customer experience quality facets in order to enhance satisfaction and loyalty among consumers of services provided by the hospital industry.

Kashif Abrar, Muhammad Ali Saeed, Sabir Ali, Israr Ahmad. (2020) How Customer Experience Quality Affects Customer Satisfaction-Loyalty with Moderating role of Competitive Choices and Familiarity: Assessment of Private Hospitals in Pakistan, Sukkur IBA Journal of Management and Business , Volume 7, Issue 1.
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