A Study on Brand Image Perceived Service Quality and Patient Satisfaction in the health Care sector

Abstract

The brand image and loyalty is a critical component of success in today’s corporate environment. Loyal clients might indirectly aid in the promotion of services to individuals in their immediate vicinity. The purpose of this research is to examine the influence of brand image on general patient loyalty at Salem City Hospital. This is a quantitative study that combines an observational design with a cross sectional study design. The sample for this research consisted of 187respondents working in the Salem City Hospital’s outpatient department. The findings indicated that although brand image had a direct influence on patient loyalty, it had no effect on satisfaction-based loyalty. It is recommended that hospital management develop various marketing strategies to promote the hospital's existing health services, pay close attention to patient wait times because the average patient complains about doctors who are frequently late, and pay close attention to various brands or health services such as superior products. As a result, it has become a point of differentiation for the health services supplied by other institutions.