WILL BRANDING ENGAGE PERPETUAL BONDING IN HEALTHCARE?

IF 0.7 Q4 BUSINESS

International Journal of Business and Society Pub Date : 2023-04-07 DOI:10.33736/ijbs.5620.2023

Malathi Nair Narayana Nair, Fauziah Sh. Ahmad

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引用次数: 0

Abstract

A brand is the promise of value and is imperative in all aspects of the industry. Retaining existing customers and attracting new customers has always been the challenge faced by service-based industries, which include private healthcare, primarily in hospitals. As a niche sector, private hospitals' tasks address demanding customer expectations. Based on the past reviews of the literature, this study proposes a few aspects to be investigated in the context of private hospitals in Malaysia. Data was collected and distributed using an online survey. The model was validated using Smart PLS (version 3.3.2) software and SPSS for data analysis. The sampling technique used was non-probability. The analysis revealed that brand trust significantly correlates with customer brand engagement which subsequently influences brand equity in private hospitals and is moderated by service quality for critical incidence. These findings give insight to policymakers, the healthcare industry, mainly private hospitals and academic fields to discover the influences to contemplate in this sector and remain competitive strategically.

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品牌会在医疗保健领域建立永久的联系吗?

品牌是价值的承诺，在行业的各个方面都是必不可少的。留住现有客户和吸引新客户一直是服务型行业(包括主要在医院的私人医疗保健行业)面临的挑战。作为一个利基行业，私立医院的任务是满足苛刻的客户期望。基于过去的文献综述，本研究提出了几个方面要调查在马来西亚私立医院的背景下。通过在线调查收集和分发数据。采用Smart PLS(3.3.2版)软件对模型进行验证，并采用SPSS进行数据分析。使用的抽样技术是非概率的。分析显示，品牌信任与客户品牌参与显著相关，进而影响私立医院的品牌资产，并在关键事件中受到服务质量的调节。这些发现为政策制定者、医疗保健行业(主要是私立医院)和学术领域提供了见解，以发现在这一领域考虑的影响，并保持战略竞争力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business and Society BUSINESS-

CiteScore

1.80

自引率

10.00%

发文量

期刊介绍： International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.