Understanding health decision-making during early omnichannel service encounters : A single case study

The rapid advancement of communication technologies and the rise of Web 2.0 have created new avenues for healthcare providers to engage with customers and expand access to information and care resources. However, traditional communication strategies fail to meet the evolving needs of patients who prioritize convenience and efficiency. In response, this research paper investigates the impact of omnichannel customer experience strategies on health decision-making during early service encounters in the healthcare industry. Through a qualitive case study conducted using abductive reasoning, the study emphasizes the significance of addressing customers’ cognitive, personal agency, and pragmatic needs to optimize customer value perception and firm value realization. The findings contribute to both theoretical understanding and managerial implication, by providing insights for healthcare providers aiming to enhance customer satisfaction, increase customer retention and improve health decision-making in an omnichannel environment.