Service Interaction Quality in High Contact Service: Scale Development and Validation

The healthcare units are moving towards managing healthcare services by focusing on key stakeholder patients to retain them and sustain competitive advantage. The Service Interaction Quality is an aid to Service Quality. Interaction Quality is the employee - customer interaction that takes place during service delivery. The study purposes three-dimensional model to achieve service interaction quality. The study investigates the effect of Attitude&Behavior, Expertise and Service Delivery Process on Service Interaction Quality. The data for study was collected from 400 indoor patients associated with Government District hospital (Udhampur, North India). The study reveals the higher impact is of expertise followed by Attitude&Behavior and Service Delivery Process. The paper concludes with managerial, research implication and direction for future research.