Impact Evaluation of Customer Experience on Customer Loyalty on the Example of the Dental Clinic SDS Clinic

In conditions of intense competition on the market of dental services, the importance of quality service and creation of unique customer experience (CX) is continuously growing. This master's thesis is devoted to the study of the influence of customer experience on customer loyalty in the SDS Clinic dental clinic in St. Petersburg. The main objective of the study is to evaluate how customer experience factors influence customers' behavioural and emotional loyalty, including their intention to make repeat visits to the clinic and their willingness to recommend it to friends and acquaintances. The importance of the topic is supported by the lack of empirical research in the field of dentistry in Russia and the global trend towards personalisation of health services. The research methodology combines a desk study of theoretical foundations and an empirical part including qualitative in-depth interviews and quantitative questionnaires. The use of a mixed research design (qual -> QUAN) allowed deep analysis of the factors influencing customer satisfaction and loyalty. The research process identified key attributes of customer experience which were then analysed for their impact on customer loyalty. The use of IBM SPSS Statistics software allowed factor and regression analyses to be conducted to determine the most significant components of CX. The results of this study will provide SDS Clinic with valuable data to improve customer experience management strategies and increase patient loyalty. The results can also be used by other dental clinics to develop their own approaches to improving customer experience.