Factors Influencing Customer Retention and Loyalty in Dental Practice in the United States

Author: Koki Amano

Issue: Fall Issue, 2023

Abstract

This mixed study is an analysis of factors that influence customer retention and loyalty in dental practices in the US. The study determines and encourages patient choice to visit specific dental offices, ensures the well-being of dental customers, and supports the viability of dental practices in the industry. A mixed research methodology was employed, which started with a thematic content analysis of the sampled literature. This produced 18 influencing factors for the dental industry. Afterward, these factors were constructed into survey questions to conduct the primary research via SurveyMonkey and identify dental patient perceptions regarding these 18 factors. Finally, a non-parametric Kruskal-Wallis test was employed to rank and group the 18 factors based on their importance as perceived by US dental patients. The study highlighted the similarities and differences in the influencing factors across extant literature and contemporarily collected data in the US. While the extant literature ranked communication and relation as essential factors in retaining dental patients, the survey prioritized skill and trust as the crucial factors a patient would consider when choosing a dental clinic. This study grouped and ranked all 18 of the identified factors, which any dental clinic could consider retaining and enhancing the loyalty of their existing and prospective clients.