Online Customer Experience in Health Services: An Interpretive Structural Modeling Approach

Covi-19 is the most pervasive crises in recent decades that has caused unmissable changes in customer behavior. Increasing patient numbers has created many challenges for health care providers and their staff, reduced referrals to health insurance and consequently lack of access to the care needed, lockdown and fear of infection have made online customer experience a serious issue for providing better health services. The aim of this study was to present a structural-interpretive model of online customer experience in covid-19 period.

The present study is based on pragmatism. In the qualitative part Meta-Synthesis (MS) which is a kind of review study and in quantitative stage, interpretive structural models have been used and it has done in 2020. In the qualitative section, by systematically reviewing 326 articles, 36 articles were selected and the identified dimensions were used to present the final model, structural-interpretive modeling technique and penetration-dependence analysis.

The findings indicate that, the structure has the dimensions of company experience, health safety experience, website experience, emotional experience, payment experience, product/service experience and security experience. Also, the company’s experience is independent component, emotional experience as dependent component and the other are related components.

Given that the main goal of the health insurance organization is to protect the patient, it is recommended that by utilizing the findings of this research and focusing on the telemedicine approach, improve the online experience of its customers in the time of covid-19.