The purpose of this paper is to justify the central role played by post‐purchase perceived value and relationship quality in the explanation of loyalty behaviour/intentions.
The paper starts from a conceptual framework based on agency theory. From this theoretical base the concepts of post‐purchase perceived value and relationship quality are derived. The causal model is tested on a sample of hospital users.
The results show that perceived functional value exercises a significant influence over consumer satisfaction and trust. The main antecedents of loyalty are trust and satisfaction.
The analysis has focussed on two hospitals, so the sample, though sufficient, is restricted to two specific cases.
The recommendation is that firms should introduce into their strategies the concept of perceived value, overcoming a vision excessively focussed on quality.
The paper has adapted a previous model to identify the antecedents of loyalty. The antecedents that have been identified up to now are highly speculative.
