Navigating from Brand Image to Patient Loyalty: Mediating Effect of Service Quality and Patient Satisfaction

Abstract

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.

The Effect of Quality Care on Patient Loyalty Mediated with Patient Satisfaction and Moderated by Age and Gender (Study in Outpatients at a Private Hospital)

“…Quality care has positive direct effects on patient loyalty which is explained by revisit intention (Lai et al, 2020). Patient loyalty can be increased indirectly by service quality if mediated by patient satisfaction (Asnawi et al, 2019;Kim et al, 2017;Vimla & Taneja, 2020). The formulated hypothesis is as followed: H2: Quality care has positive effects on patient loyalty.…”

The Effect of Patient Satisfaction on Patient Loyalty Mediated by Patient Trust and Hospital Brand Image at the Jakarta Education Dental and Oral Hospital

“…The hospital is committed to meeting the needs and satisfaction of patients Brand Image Brand image is a mediating variable that can be defined as the brand perception that is stored in the customer's memory and reflects the customer's overall impression. A positive brand image is considered an important ability of the company to maintain its market position (Vimla & Taneja, 2020). The question items used to measure brand image are:…”

A Systematic Review on Hospital’s Patient Satisfaction and Loyalty in Indonesia

“…Patient satisfaction can be defined as an assessment of the perceived value and ongoing response by the patient to a service-related stimulus either before, during, or after the consumption of medical service. Patient satisfaction is important for hospitals because they continue to use medical services from the same provider and recommend the hospital to others [12]. Patient satisfaction also influences other dimensions of health care, including retention, which is a key factor determining their willingness to return to the same center [13].…”

“…However, customer defection is not the opposite of customer loyalty and vice versa for several reasons such as availability or lack of choice [11]. In a healthcare setting, revisit intention can be used as a substitute for patient loyalty [12]. A desire to suggest, ready to visit again and a constructive Word of Mouth (WOM) goal can be considered as loyalty [18].…”

“…Service quality in the production of services is the main parameter indicating customer satisfaction. This thing that refers to the interests of customers is a very dominant factor in patient loyalty [12]. Hospital services will directly have an impact on the emergence of customer satisfaction and if the quality of services improvement is carried out consistently and continuously it will have an impact on the loyalty of consumers.…”