Building Consumer Loyalty - Challenge for Global E-healthcare Organizations


  • Slawomir Smyczek University of Economics in Katowice, Poland.
  • Justyna Matysiewicz University of Economics in Katowice, Poland.



Consumer loyalty, satisfaction, trust, e-healthcare


In this study authors provide a conceptual investigation regarding the role of consumer loyalty for e-healthcare organisations. The main aim of the article is to identify the level of consumer loyalty and factors which determine this phenomenon. Further the paper suggests a consumer loyalty model on e-healthcare market. The survey was conducted using structured questionnaire. Scale to measure each of factors in the model were developed based on previous literature and using existing scales where possible. A total of 1000 questionnaires were distributed by the Internet to the patients. The results demonstrated that level of consumer loyalty towards e-healthcare organizations is relatively low - lower than what it is, towards traditional healthcare institutions. The most important factors determining consumer loyalty in this market are: trust on ehealthcare institutions, satisfaction from e-medical services and technological factors, like security and privacy. Results of research can be applied by managers of e-healthcare organizations, particularly by departments responsible for establishing relationship with patients and IT units that are involved in the process of developing new electronic marketing channels. The target audience can be characterized as all researchers and practitioners interested in health care services and marketing issues


Download data is not yet available.


Aaker, D.A. (1996) Building Strong Brands, New York: Free Press.

Alvarez, R.C. (2003) 'The promise of e-health: a Canadian perspective', E-Health International, 1:1, pp. 4.

Andreassen, T.W. and Lindestad, B. (1998) 'Customer loyalty and complex services: impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise', ‘International Journal of Service Industry Management’, 9:1, pp. 7-23.

Biel, A.L. (1992) 'How brand image drives brand equity', Journal of Advertising Research, 32: 6, pp. 6-12.

Bitner, M.J. (1990) ‘Evaluating service encounters: the effects of physical surroundings and employee responses’, Journal of Marketing, 54:2, pp. 68-82.

Blythe, J. (1997) Essence consumer behaviour. New York: Financial Times Press.

Brown, S.W., Cowles, D.L. and Tuten, D.L. (1996) 'Service recovery: its value as retail strategy', International Journal of Service Industry Management, 7:5, pp. 32-46.

Chin, W.W. (1998) Issues and opinions on structural equation modeling. MIS Quarterly, No. 22: 7-16

Chmielarz, W. (1999) Systemy eletronicznej bankow?ci i cyfrowej p?atno?ci, Warszawa: PWE.

Croin, J.J. and Taylor, S.A. (1992) ‘Measuring service quality: re-examination and extension’, Journal of Marketing, 56:3, pp. 55-68.

Crossman, A. and Lee-Kelley, L. (2004) Trust, commitment and team working: the paradox of virtual organizations. Global Networks, 4 :4, pp. 375-390.

Cummings, L.L. and Bromiley, P. (1996) The Organizational Trust Inventory (OTI). Development and validation, in: R.M. Kramer & T.R. Tyler (Eds.) Trust in Organizations: Frontiers of Theory and Research, California: Sage.

Dado, J. (2003) Impact of internet on service market. Wykorzystanie internetu w marketingu, Katowice: AE.

Dasgupta, P. (1988) Trust as a commodity, in: D. Gambetta (Ed.) Trust: Making and Breaking Cooperative Relations, New York: Basil Blackwell.

Doney, P. M. and Cannon, J.P. (1997) ‘An examination of the nature of trust in buyer-seller relationships’, Journal of Marketing, 61:2, pp. 35-51.

Doole, I., Lancaster, P. and Lowe, R. (2005) Understanding and managing customers. New York: Financial Times Press.

Eysenbach, G. (2001) What is e-health?’, Journal of Medical Internet Research, 3:2, pp. 20.

Fukuyama, S.C. (1996) Trust still counts in a virtual world. Forbes, 2 December.

Garbarino, E. and Johnson, M. (1999) The different roles of satisfaction, trust and commitment in customer relationships’, Journal of Marketing, 632), pp. 70-87.

Gatnar, E. and Walesiak, M. (2004) Metody statystycznej analizy wielowymiarowej w badaniach marketingowych, Wroc?aw: AE.

Gefen, D. & Straub, D. (2003) ‘Managing user trust in B2C e-services, ‘E-Service Journal, Bloomington, Winter’, 1:2, pp. 7-18.

Gommans, M., Krishnan, K.S. and Scheffold, K.B. (2001) ‘From brand loyalty to e-loyalty: a conceptual framework’, Journal of Economics and Social Research, 3:1, pp. 43-58.

Gummerus, J., Liljander, V., Pura, M. and van Riel, A. (2004) ‘Customer loyalty to content-based web sites: the case of an online health-care service’, Journal of Services Marketing, 18:3, pp. 175-186.

Hair, J.F., Andreson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, New York: Prentice Hall.

Harris, E. K. (2010), Customer service: a practical approach, London: Pearson Higher Education.

Hocutt, M.A. (1998) ‘Relationship dissolution model: antecedents of relationship commitment and the likelihood of dissolving a relationship’, International Journal of Service IndustryManagement, 2, pp. 89-198.

Jarvenpaa, S.L., Tractisky, N. and Vitale, M. (2000) ‘Consumer trust in an internet store’, Information Technology and Management, 1, pp. 45-71.

Kalkman, J.B. and Peters, M. (2003), Banking electronics, The McKinsey Quarterly, 1, pp. 43-52.

Karcz, K. and Bajdak, A. (2005), Badania marketingowe w internecie, Katowice: AE.

Kedzior, Z. and Karcz, K.(1998), Modele zachowa gospodarstw domowych przedsibiorstw (lata 2000-2010), Katowice: CBiE.

Keller, K.L. (1993) 'Conceptualizing, measuring and managing customer-based brand equity'. Journal of Consumer Marketing, 57:1, pp. 1-22,

Kosinska, J. and Slowikowski, P. (2004) ‘Technical aspects of portal technology, Application for e-health systems, in: M. Duplaga, K. Zielinski and D. Ingram (Eds.) ‘Transformation of Healthcare with Information Technologies, ISO Press.

Loveman, G.W. (1998) 'Employee satisfaction, customer loyalty, and financial performance'. Journal of Service Research’, 1:1, pp. 18-31.

Luhmann, N.(1979), Trust and Power, New York: Wiley.

Matysiewicz, J.(2005) ‘Relationship marketing in health care sector in Poland - the influence of the economic transition and European integration process, in: Proceedings: 8th Vaasa Conference on International Business, Vaasa, Finland.

Miettila, A. & Moller, K.(1990). Interaction perspective into professional business services: a conceptual analysis, in: R. Fiocca & I. Snehota (Eds.) Research Developments inInternational Industrial Marketing and Purchasing, Proceedings of the 6th IMP Conference, University of Bocconi, Milan, Italy.

Moorman, C., Deshpande, R. and Zaltman, G.(1993) ‘Factors affecting trust in market research relationships. Journal of Marketing, 57:1, pp. 81-101.

Morgan, R.M. and Hunt, Sh.D. (1994) ‘The commitment-trust theory of relationship marketing. Journal of Marketing’, 58, pp. 20-38.

Nazi, K.M. (2005) ‘The journey to e-health: VA healthcare network upstate New York’, Journal of Medical Systems, 27:1, pp. 35-45.

Otto, J. (2003). Wykorzystanie internetu w dzia?alno?ci marketingowej firm ubezpieczeniowych, Wykorzystanie internetu w marketingu, Katowice: AE.

Papadopoulou, P., Andreou, A., Kanellis, P. and Martakos, D. (2001) ‘Trust and relationship building in electronic commerce’, Internet Research, Bradford, 1:4, pp. 322-333.

Price, L.L. and Arnould, E.J. (1999). Commercial friendships: service provider-client relationships in context’, Journal of Marketing, 63:4, pp. 38-56.

Quesada, G. (2004) ‘A study of eProcurement technologies, Procurement Practices, Procurement Performance and their Relationship, The University of Toledo, Toledo, Ohio.

Rust, R.T. and Zahorik, A.J. (1993) ‘Customer satisfaction, customer retention, and market share’, Journal of Retailing, 69:2, pp. 93-215.

Schiffman, L. G. and Kanuk, L. L. (2010), Consumer behavior: global edition, London: Pearson Higher Education.

Sirdeshmukh, D., Singh, S. and Sabol, B. (2002) ‘Consumer trust, value, and loyalty in relational exchanges', Journal of Marketing, 12:66, pp. 5-37.

Smith, S. and Wheeler, J. (2002), Managing the customer experience: turning customers into advocates, New York: Financial Times Press.

Solomon, M. R., Bamossy, G., Askegaard, S. and Hogg, M. K. (2010), Consumer behaviour, New York: Financial Times Press.

Storbacka, K. and Lehtinen, J. R. (2001), Sztuka budowania trwa?ych zwiazkow z klientem - Customer Relationship Management, Krakow: Oficyna Ekonomiczna.

Tax, S.S., Brown, S.W. and Chandrashekaran, M. (1998) ‘Customer evaluations of service complaint experiences: implications for relationship marketing’, Journal of Marketing, 62, pp. 60-76.

Taylor, S.A. and Hunter, G. (2003) ‘An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry, Journal of Consumer Satisfaction’, Dissatisfaction and Complaining Behavior, 16, pp. 19-35.

Wijnholds, H. (2000) ‘Competitive electricity markets in the US and the UE: can they learn from each other?’, Journal of Euromarketing, 11:2, pp. 37-55.

Williamson, O.E., Markets and Hierarchies (1975), Analysis and Antitrust Implications, A Study in the Economies of International Organization, New York: Free Press.

Wirtz, J. (2001) ‘Improving the measurement of customer satisfaction: test of three methods to reduce halo’, Managing Service Quality, 9:1, pp. 37-55.

Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996) ‘The behavioral consequences of service quality’, Journal of Marketing, 8:60, pp. 31-46.




How to Cite

Slawomir Smyczek, & Justyna Matysiewicz. (2012). Building Consumer Loyalty - Challenge for Global E-healthcare Organizations. Journal of Technology Management for Growing Economies, 3(1), 47–61.