Abstract

PURPOSE
The purpose of the study is to examine three significant components of service brand equity--i.e. perceived service quality, brand loyalty, and brand image--and analyze relationships among the components of brand equity and also their relationship with brand equity, which is still to be theorized and developed in the healthcare literature.
DESIGN/METHODOLOGY/APPROACH
Effective responses were received from 206 respondents, selected conveniently from the localities of Jammu city. After scale item analysis, the data were analyzed using factor analysis, correlations, t-tests, multiple regression analysis and path modeling using SEM.
FINDINGS
The findings of the study support that service brand equity in the healthcare sector is greatly influenced by brand loyalty and perceived quality. However, brand image has an indirect effect on service brand equity through brand loyalty (mediating variable).
RESEARCH LIMITATIONS/IMPLICATIONS
The research can be criticized on the ground that data were selected conveniently from respondents residing in the city of Jammu, India. But at the same time the respondents were appropriate for the study as they have adequate knowledge about the hospitals, and were associated with the selected hospital for more than four years. Furthermore, the validity and reliability of the data are strong enough to take care of the limitations of the convenience sampling selection method.
ORIGINALITY/VALUE
The study has unique value addition to the service marketing vis-à-vis healthcare literature, from both theoretical and managerial perspectives. The study establishes a direct and significant relationship between service brand equity and its two components, i.e. perceived service quality and brand loyalty in the healthcare sector. It also provides directions to healthcare service providers in creating, enhancing, and maintaining service brand equity through service quality and brand loyalty, to sustain competitive advantage.

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Authors

Chahal H, Bala M

Institution

Department of Commerce, University of Jammu, Jammu, India. chahalhardeep@rediffmail.com

Source

International journal of health care quality assurance 25:4 2012 pg 343-62

MeSH

Adult
Attitude of Health Personnel
Choice Behavior
Environment
Female
Humans
India
Male
Marketing of Health Services
Middle Aged
Patient Preference
Personnel, Hospital
Quality Improvement
Quality of Health Care
Socioeconomic Factors

Pub Type(s)

Journal Article

Language

eng

PubMed ID

22755484