Customer Satisfaction Drivers with Digital Therapeutic Platform Experiences: The Mediating Effect of Perceived Hedonic Value

Abstract

Underpinned by expectancy disconfirmation theory and perceived value theory, this paper explores customer satisfaction drivers towards digital therapeutic platforms (i.e., reliability, product diversity, and sales promotion). Besides, this paper examines the role of perceived hedonic value in three drivers–customer satisfaction relationships. Employing online survey, 416 Saudi customers’ responses were collected. ADANCO-PLS findings indicated that reliability, product diversity, and sales promotion directly affect perceived hedonic value. Further, perceived hedonic value was partially mediated in the relationships between customer satisfaction towards therapeutic service-related digital platforms and its three drivers. This paper contributes to the existing literature on digital platforms by providing evidence on how digital platforms that incorporate pleasure, and utilitarian dimensions positively influence customers’ experiences in digital therapeutic services. Our findings have valuable implications for platform providers who want to maximize customer involvement and satisfaction.