BRAND TRUST AND IMAGE: EFFECT ON CUSTOMERS’ SATISFACTIONJournal: Journal of Marketing & Logistics (Vol.01, No. 02)
Publication Date: 2018-09-21
Authors : Syeda Jaazba Zehra Uroosa Arshad;
Page : 50-64
Keywords : Service quality; satisfaction; healthcare services; brand trust;
Health care services are not only treating people, but they are also interconnected with economic condition of the country. Healthcare service sector's quality is determined by the level of satisfaction they are providing to their customer. This paper determines the impact of brand trust, service quality, and brand image on satisfaction level of customers to use services. Mainly it is describing the impact of service quality on the satisfaction level, while service quality is an independent variable and satisfaction is a mediator which is explaining the importance and their role in the field of healthcare. Furthermore, it also tells us that branding is very much important to gain the trust of customers because satisfaction level of the user shows their interest in a health care service. This study solves the problem of service quality related issues in health care sector which helps in improving relationships between customers and hospitals as well as impacting the country's economy in a constructive way. We are targeting every customer related to disease or illness plus the hospital staff. The data is collected through questionnaires and with the help of Excel, Amos, and IBM SPSS. This is helpful for many healthcare organizations to improve their service quality which in return helps in earning profits.
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