Loyalty is one of the greatest intangible assets that any organization can possess, and improving client loyalty is a primary marketing goal that can have a significant financial impact on any business. This quantitative study examined the mediating role of communication on the relationship between satisfaction and loyalty (attitudinal and behavioral) in veterinary clinics, along with the moderating roles of trust, commitment, perceived value, and relational characteristics. Responses collected from 351 pet-owners through social media were analyzed using descriptive and inferential statistics. The results show that attitudinal loyalty (AL) has a strong positive relationship with communication at multiple points in a veterinary clinic whereas the relationship with behavioral loyalty was not as clear. Additional findings suggest that AL, which is influenced by trust in the veterinarian, communication from staff members and commitment, has a strong positive relationship with behavioral intentions, increases the number of products and services that a pet-owner consumes at his or her primary veterinary clinic, and attenuates the role of cost in receiving veterinary care. The youngest and oldest cohorts in the study exhibited the lowest levels of AL, while pet-owners who see the same veterinarian at each visit have higher AL than those who do not. A set of recommendations is made for each communication point within a veterinary clinic to improve AL. These findings can help veterinary clinic owners and managers in developing and implementing relationship strategies that improve pet-owner loyalty.
Merck Animal Health
Bryan Brown has spent a career in the pharmaceutical industry, with most of his focus in animal health. He completed his Doctor of Business Administration at Wilmington University in 2017. The topic is his dissertation focuses on how communication at multiple points within the veterinary practice can affect pet-owner loyalty towards the practice. This research was framed from the perspective of consumer behaviors in order to generate a different perspective on this important topic while generating new learnings on the importance of effective communication and the differentiation of pet-owner loyalty.
Thursday, June 14
5:45 PM – 6:00 PM
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