Relationship Implications of Giving Medical Service Users Sense of Control

This study explores an alternative mechanism in which relationship drivers such as customer satisfaction, gratitude and engagement behavior are established among medical service users. Characterizing medical service encounters as potentially stressful events, this study proposes and empirically examines medical service customers’ perceived control as a promising factor that may improve their overall healthcare experiences. The study adopts a research model and a set of hypotheses in an attempt to examine the implications of giving healthcare customers control upon their service experiences. Data collection was implemented by a professional research company located in South Korea. Findings of the study reveal the importance of having customers feel a sense of control during their healthcare experience, as perceived control turns out to exert both direct and indirect influences upon their satisfaction, gratitude, and engagement behavior. Such findings of the study provide new insights for the practitioners and academics to establish and strengthen long-term relationships with medical customers.