A recent study published in The South African Journal of Business Original Research sheds light on how aesthetic clinics can enhance customer experience and encourage repeat visits. Conducted by researchers Selviana Octaviani, Ferdi Antonio, and Andy Andy, the study titled "The Antecedents of Patient Experience of Aesthetic Clinics and Its Impact on Revisit Intention" offers practical insights that can help clinics refine their services in an increasingly competitive market driven by social media trends.
The researchers aimed to identify what makes patients happy and likely to return. They looked at several factors: the quality of products, the service encounter (how patients are treated), the clinic's physical environment, the results of treatments, and the impact of electronic word of mouth (EWOM)—online reviews and recommendations. They then explored how these factors influence patients' overall experiences and their intentions to come back, considering the role of social media engagement.
The study involved surveying 280 patients who visited Youthology Aesthetic Clinic in South Jakarta at least twice in two months and followed the clinic on social media. The key takeaway from the study is the powerful impact of EWOM. Positive online reviews and recommendations significantly shape patients' cognitive and emotional experiences, with a stronger effect on their cognitive experiences, such as their beliefs and thoughts about the clinic.
Interestingly, the clinic's physical environment, or servicescape, did not play as big a role in shaping patients' cognitive experiences as one might expect. This finding suggests that while having a beautiful and comfortable clinic is important, other factors might matter more to patients.
Emotional responses, or affective experiences, were found to have a slightly greater influence on whether patients intend to return compared to cognitive experiences. This means that making patients feel good emotionally is crucial for clinics looking to build loyalty and encourage repeat visits.
The study also found that social media engagement did not significantly change the relationship between patient experiences and their intentions to return. While social media is important for spreading EWOM and engaging with patients, its direct impact on revisits might not be as strong as expected.
For aesthetic clinic managers, these findings highlight the importance of focusing on patient experience, especially the emotional aspects. Here are some actionable tips based on the study:
· Encourage positive reviews – encourage satisfied patients to share their positive experiences online. EWOM is a powerful tool in shaping potential customers' perceptions and attracting new clients.
· Prioritise emotional connection – make every patient feel valued and cared for. Train staff to provide empathetic and personalized service, ensuring each visit leaves a positive emotional impact.
· Deliver consistent results – ensure the quality of treatments and outcomes remains high. Patients are more likely to return if they trust the clinic to deliver the results they desire.
· Engage on social media – while the direct impact of social media engagement on revisit intentions might be limited, maintaining an active and positive presence online helps keep the clinic top-of-mind for patients.
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