This study aimed to search in the impressions of customers resulting from the encounters (interactions) with optical services to explain the impact of those encounters on customers trust in optometric centers, and word-of-mouth behavior, which will increase the opportunity of the owners of these centers to improve performance. Encounters included two factors, personal interaction between the patients and the service provider, and patient interaction with the tangible services environment. The study was based on two main hypotheses related to the potential effects of the previously mentioned factors on customers trust in optometric centers, and word-of-mouth behavior. The study population included clients of optometric centers located in the Palestinian cities of four provinces. The study reached the following results: • A statistically significant effect of the impressions of customers resulting from the confrontation in the field of eye care service dimensions (personal interaction with service providers, and interact with the physical environment of the service) on customers trust was found. • A statistically significant effect of the impressions of customers resulting from the encounters in the field of eye care service dimensions (personal interaction with service providers, and interact with the tangible environment of the service) on the word-of-mouth behavior. The study recommended more attention to be given for the physical environment surrounding the eye-care service, and develop the skills of personal interaction of frontline personnel who are in direct contact with customers to improve the performance of eye-care centers, and sustain competitive position.

Title

Arab Economic and Business Journal, Vol. 10.

Publisher

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Publisher Country

Palestine

Publication Type

Both (Printed and Online)

Volume

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Year

2012

Pages

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