Journal article
The influence of cognitive age versus chronological age on customer satisfaction in the health sector
e-Journal of Social & Behavioural Research in Business, Vol.8(1), pp.106-113
2017
Abstract
Purpose: The purpose of this article is to identify differences between the influence of an older customer's actual age compared to their cognitive age on satisfaction with a health and wellbeing service. This research aims to assist service providers to better understand and communicate with existing and potential customers. Design/Method/Approach: This paper analyses quantitative data to test two different measures of consumers' individual characteristics to determine if consumers of health and well-being services can be better segmented by the more traditional chronological age approach or through consumers' cognitive or perceived age. Exploratory factor and Reliability analysis were used to develop and test scales for Satisfaction and Cognitive age. Contingency table analysis was conducted to find any significant relationships between the consumers' cognitive age and chronological age groups and the dependent variable, consumer satisfaction. Findings: This study found that while chronological age was not correlated to consumer satisfaction with health and well-being services, cognitive age was. This provides some evidence that providers of health and well-being services should be more concerned about engaging with their customers, based on their cognitive age, rather than just their chronological age. Cognitive age could be used as a basis to better segment the health and well-being market to enable providers to better engage in communication with their customer segments, and ultimately, provide more targeted and tailored services to customers.
Details
- Title
- The influence of cognitive age versus chronological age on customer satisfaction in the health sector
- Authors
- Wendy Spinks (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Publication details
- e-Journal of Social & Behavioural Research in Business, Vol.8(1), pp.106-113
- Publisher
- Australian Business Education Research Association
- Date published
- 2017
- ISSN
- 1838-8485
- Copyright note
- Copyright © 2017 EJSBRB. Reproduced with permission of the publisher.
- Organisation Unit
- University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450536502621
- Output Type
- Journal article
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