Quoc Nghi NGUYEN, Van Ba HUYNH, Van Nam MAI, Thi Hong Loc HOANG/Journal of Asian Finance, Economics and Business Vol 8 No 12 (2021) 0253–0260.
Author
Quoc Nghi Nguyen (1), Van Ba Huynh (2) , Van Nam Mai (3), Thi Hong Loc Hoang (4).
Abstract
In the context of economic integration and fierce competition, organizations are very concerned about customer orientation so as to build close relationships and ensure customer satisfaction and improve customer loyalty. In company strategy, customer relationship orientation is critical. Customer satisfaction and loyalty will improve if employees perform well in the customer-oriented process. The study’s purpose is to examine the links between doctors’ job happiness, customer orientation, customer satisfaction, and customer loyalty in international hospitals in Vietnam. In international hospitals, data was collected from 204 clinicians and 408 patients. By applying structural equation modeling. The study found that doctors’ job satisfaction had a significant impact on customer orientation and satisfaction in international hospitals. Customer satisfaction may be improved with a good customer orientation. The doctors’ job satisfaction and effective customer orientation improve customer satisfaction and loyalty towards international hospitals in Vietnam, thanks to the impact of spreading emotions. In particular, if doctors are satisfied with their jobs, it promotes customer satisfaction when using medical services at international hospitals. The study has proved the essential role of customer-oriented strategy and doctors’ job satisfaction in customer satisfaction and loyalty towards international hospitals.
Keywords: Job Satisfaction, Customer Satisfaction, Customer Orientation, Loyalty.
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(1) First Author and Corresponding Author. Lecturer, School of Economics, Can Tho University, Vietnam [Postal Address: Campus II, 3/2 Street, Ninh Kieu District, Can Tho City, Vietnam] Email: quocnghi@ctu.edu.vn.
(2) Can Tho University of Medicine and Pharmacy, Can Tho City, Vietnam.
(3), (4) Lecturer, Can Tho University, Vietnam.
CÙNG CHUYÊN MỤC
The Effect of Employees’ Job Satisfaction on Customer and Loyalty: An Empirical Study in Vietnam
