No abstract

Brand image (BI) is a relatively new concept in the healthcare sector and its value is important for healthcare organizations to survive in this competitive era. Extant research in academics shows the diversity in determinants of patient satisfaction (PS), perceived service quality (PSQ), loyalty and brand image (BI) in the healthcare sector. The large numbers of existing studies mainly emphasize constructs such as PS, PSQ or the relationship between these two, taking into consideration other factors like cost and loyalty. The purpose of this study is to systematically review and summarize current research as well as propose a conceptual model of hospital brand image and its impact on patient loyalty through PSQ and PS. We provide a research framework for future theoretical and empirical studies on the impact of BI on patient loyalty.

Purpose: This study aims to analyse brand image (BI)–service quality (SQ)–patient satisfaction (PS)–loyalty in healthcare by understanding BI and SQ modelled as multidimensional constructs in Indian healthcare. Furthermore, the mediating effect from BI to loyalty through SQ and PS is examined. Design/methodology/approach: Analysis of survey data of 210 patients from Indian hospitals reveals that BI directly affects SQ, PS and loyalty, that SQ directly influences PS, that PS directly influences loyalty of patients and that PS and BI are significant determinants of loyalty. Findings: Our findings suggest that BI has both a direct and indirect (through SQ and PS) impact on loyalty of patients. Moreover, the mediation of BI to loyalty through SQ and PS is partial and complementary mediation. Practical implications: By understanding the relationship between BI, SQ, PS and loyalty, managers will be able to better understand the mechanism to enhance loyalty. As BI impacts loyalty indirectly through SQ and PS, managers need to improve quality, which will enhance satisfaction of patients and thus help in the formation of loyal patients. Originality/value: This study shows how the mediating effect of SQ and PS can be used to improve patient loyalty by building positive BI.

Purpose The purpose of this study is to propose and test the causal relationship among the constructs servicescape, emotions and satisfaction among users of corporate hospital services. Design/Methodology/Approach A review of literature was done, and items were adapted construct-wise from existing scales. Data were collected from 220 respondents, and the reliability and validity of the scales were tested. The relationship among the constructs was tested using structural equation modelling. Findings The model in this study postulated that (a) servicescape is positively related to satisfaction, (b) servicescape is positively related to positive emotions and negatively related to negative emotions and (c) positive emotions are positively related to patient satisfaction and negative emotions are negatively related to satisfaction. All the hypotheses were supported, and it was confirmed that servicescape has both direct and indirect relationships with satisfaction. Originality/Value The article has direct implications for healthcare service providers. Healthcare executives are encouraged to monitor the physical environment of their healthcare units. This study shows that emotions of patients play an important role in determining their satisfaction with hospital services.

Purpose Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’ Servicescape influences the Emotional Satisfaction of their customers, their perception of Service Quality and its subsequent effect on Hospital Image. Design/methodology/approach Data were collected from 220 respondents from corporate hospitals in the National Capital Territory of Delhi and the neighboring cities of Noida and Gurgaon. The reliability and validity of the scale were established and the relationship among the constructs was tested by structural equations modeling. Findings Results show that all dimensions of Servicescape, i.e. ambient factors, design factors and social factors have a positive impact on both Emotional Satisfaction and Perceived Service Quality. However, between Emotional Satisfaction and Perceived Service Quality, only Emotional Satisfaction had a positive impact on Hospital Image. Research limitations/implications The results of this study can help researchers in understanding the role of Servicescape in the health-care industry. Originality/value The results emphasize that hospitals should seek to understand their patients’ perceptions particularly focusing on their emotional reactions to enhance their brand image.