Relationships among patient market cognition, hospital dynamic and service capabilities, patient satisfaction, and hospital competitive advantages

The market environment in which aesthetic hospitals operate is intensely competitive, with patients frequently switching service providers. Understanding factors that affect patient satisfaction and perceived hospital competitive advantage is crucial. Based on the resource based view of the firm, this study proposes and tests a research model about how market cognition of patients affects patient satisfaction and perceived hospital competitive advantage through patient perceived dynamic and service capabilities of the hospitals. Market cognition is composed of patient knowledge, information, and choice intentions. Dynamic capabilities as perceived by the patients are composed of integration, agility, and innovation capabilities. Service capabilities as perceived by the patients are composed of facility excellence, convenience, clinical ability, responsiveness, and doctor patient communication. Patient satisfaction is defined based on patient satisfaction regarding time, price, and clinical outcome. Competitive advantage as perceived by the patients is composed of value congruence, rareness, and inimitability. A survey instrument was developed based on literature review, interviews, and pilot tests. A sample of 891 patients was collected from two aesthetic hospitals in Hangzhou, Zhejiang, China. Structural equation modelling softwar e, SmartPLS, was used to test the research model and hypotheses. The empirical results support the research model and hypotheses. More specifically, patient market cognition affects the dynamic capabilities and service capabilities of hospitals which, in t urn, affect patient satisfaction and perceived hospital competitive advantage. This study contributes to the practical and theoretical knowledge base regarding how aesthetic hospitals can enhance patient satisfaction and competitive advantage through improving patient market cognition, patient perceived dynamic and service capabilities. ; O ambiente de mercado em que os hospitais estéticos operam é intensamente competitivo, com ...