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Journal cover: International Journal of Health Care Quality Assurance

International Journal of Health Care Quality Assurance

ISSN: 0952-6862

Online from: 1988

Subject Area: Health Care Management/Healthcare

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Significant components of service brand equity in healthcare sector


Document Information:
Title:Significant components of service brand equity in healthcare sector
Author(s):Hardeep Chahal, (Department of Commerce, University of Jammu, Jammu, India), Madhu Bala, (Department of Commerce, University of Jammu, Jammu, India)
Citation:Hardeep Chahal, Madhu Bala, (2012) "Significant components of service brand equity in healthcare sector", International Journal of Health Care Quality Assurance, Vol. 25 Iss: 4, pp.343 - 362
Keywords:Brand image, Brand loyalty, Competitive advantage, Health services, India, Perceived service quality, Service brand equity
Article type:Research paper
DOI:10.1108/09526861211221518 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:The authors are extremely grateful to Mr Shyam Sharma, Writing Consultant, University of Louisville, USA, for his editing assistance and valuable suggestions to improve the manuscript.
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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