The association between service experience in vaccination centers and expectation confirmation as a driver of future vaccination intentions: Results from a survey among users of a Swiss mass COVID-19 vaccination center

During the COVID-19 pandemic, vaccination centers were established to achieve widespread immunization of the public within a short time. This may, however, have come at the cost of customer experience. This study analyzes factors related to the special characteristics of service experiences in COVID-19 vaccination centers and their impact on expectation confirmation as a driver of future vaccination intentions. Our analysis is based on data from an online survey among clients of a vaccination center in Switzerland receiving a second dose of COVID-19 vaccines between May and September 2021 (n = 3192). Using a structural equation model, we analyzed the impact of perceived competence, informed consent, safety beliefs, privacy perceptions, and warmth on service experience and expectation confirmation. Perceived competence (path coefficient [p.c.] 0.199 95 % confidence interval [CI] 1.123–0.288), safety beliefs (p.c. 0.124, 95 % CI 0.070–0.178), privacy perceptions (p.c. 0.226, 95 % CI 0.162–0.299), and warmth (p.c. 0.286, 95 % CI 0.180–0.381) have a direct positive effect on service experience, which in turn has a positive effect on expectation confirmation (p.c. 0.313, 95 % CI 0.246–0.380). The quality of the informed consent discussion (p.c. 0.071, 95 % CI −0.001–0.145) between vaccinating health professional and customer had no effect on service experience. The effect size (f2) of warmth (f2 0.089, 95 % CI 0.180–0.381), and privacy perceptions (f2 0.060, 95 % CI 0.162–0.299) on service experience was higher than that for perceived competence (f2 0.041, 95 % CI 0.123–0.288) and safety beliefs (f2 0.020, 95 % CI 0.0.07–0.178). The service experience in vaccination centers is related to expectation confirmation, which can enhance the likelihood of future revaccination. When planning vaccination center operations, attention should be paid to providing a comfortable and service-friendly environment for clients.