International Journal of Applied Science and Research 193 www.ijasr.org Copyright © 2021 IJASR All rights reserved EXAMINING CUSTOMER EXPERIENCES WITH SERVICE PRODUCTS: AN MDR-TB PATIENTS’ PERSPECTIVE Avhapfani Musie, Zeleke Worku and Mammo Muchie Tshwane School for Business and Society, 159 Nana Sita Street, Pretoria 0001, South Africa IJASR 2021 VOLUME 4 ISSUE 5 SEPTEMBER – OCTBER ISSN: 2581-7876 Abstract: Several studies examined the experiences of healthcare staff. An understanding of experiences of consumers of healthcare services, which is the focus of this paper, is equally vital since a customer experience is a critical aspect of relationship marketing. This paper focuses on the experiences of MDR-TB patients in public health institutions in Mpumalanga. Based on an understanding of the experiences of such a cohort, it raises insights to management, government and policy-makers about how to deliver patient-centred healthcare services and enhance relationships with consumers of healthcare services. Using an instrument comprising 40 closed items, data were collected from 400 MDR-TB patients as participants. The convenience sampling technique was used. Descriptive statistics and factor analysis involving Varimax rotation were performed. The results show that five dimensions constituting a patient-centred care framework for MDR-TB patients. These are coordination and integration, spirituality, involvement of friends and relatives, environmental care, and continuity of care. We conclude that the five dimensions are adequate to construct a patient-centred care framework for MDR-TB patients in public health institutions in Mpumalanga. Based on the results and conclusions, a few recommendations and areas of further research are proposed. Keywords: Mpumalanga Province, Tuberculosis, Integrated health care services, Factor analysis Introduction This section offers a synopsis of the management of healthcare delivery system in South Africa. The country has over 55 million people in terms of its population. Most people access healthcare services by visiting clinics and hospitals that are owned and run by the government. The healthcare delivery system is a two-tier system comprising public and private sector healthcare institutions. The former is owned and run by government and is grouped into primary, secondary, and tertiary healthcare facilities. The healthcare facilities are managed by provincial offices and they employ public healthcare workers. The Ministry of Health develops policies and manages activities in and among provincial offices and other departments. It caters for the uninsured population which is about 84% of the population although there are plans for the National Health Insurance. The latter is owned and controlled by individuals or companies. It caters for the insured and perceived better class. They are mainly located in urban areas and accessing them depends on a person’s ability to pay. Secti on 7 of the Bill of Rights promises access to healthcare service to South Africa’s citizens. This study is conducted in the context of public healthcare institutions. Examining the experiences of patients in public healthcare institutions raises insights to management as to how they need to be responsive to their customers’ needs and offer superior services. The next section examines the concept of customer experiences as an aspect of relationship marketing. Thereafter, the rest of the paper is structured as: research problem, research objective, research methods, results, discussion, conclusion, and limitations and further research. Customer experiences In South Africa, patients raise complaints regarding lack of optimal level of care (Jeroen De Man et al., 2016; Kelly, Smith, & Farley, 2016; Sinai & Kinkel, 2016) and it is important to explore the lived experiences of patients as consumers of health service products. Experiences are major determinants of attitudes, adoption and resistance behaviour. Whereas the theoretical framework underpinning the study is consumer behaviour, this paper specifically focuses on CRM as an aspect of consumer behaviour.