Online from: 1988
Subject Area: Health Care Management/Healthcare
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|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.|
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,
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
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