The Impact of Visual Marketing and Customer Trust on Customer Experiences in Private Sector Hospital Services from the Customers' Perspective: An Applied Study on a Sample of Customers in the Libyan Private Healthcare Sector

Abstract

This study aimed to identify the impact of visual marketing on customer confidence and experiences within Libyan private health sector hospitals, and concluded that there is a statistically significant impact at the significance level of (α ≥ 0.05) of visual marketing with its dimensions (hospital interior design, method of service presentation) on customer confidence. There is a statistically significant effect at a significance level of (α≥0.05) between the hospital's interior design and customer confidence, and there is a statistically significant effect at a significance level of (α≥0.05) between the way services are presented and customer confidence. There is no statistically significant effect at the significance level (α ≥ 0.05) of visual marketing in its dimensions (hospital interior design, method of presenting services) on the customer experience.