ANALYSING THE RELATIONSHIP OF BRAND IMAGE WITH PERCEIVED QUALITY, SATISFACTION AND LOYALTY THROUGH STRUCTURAL EQUATION MODELLING

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Derya Fatma BİÇER

Abstract

The activity and mass of the service sector is the most abundant indicator for the levels of development of economies. A well-based brand image at the medical institutions in service sensitive to failures and uncertainties will increase the current and potential demand of patients who need feeling physically and emotionally safe. The most familiar institutions in medical service are the hospitals. This research was performed to determine the effect of hospital brand image on the levels of perceptional quality, patient satisfaction and loyalty. The other aims of the research are showing the effect of quality perception of patients on their satisfaction and loyalty to the hospital and also the level of their satisfaction on loyalty to the hospital. The results of sequential research were discussed considering 490 people among the patients of a university polyclinic. It was found as a result of the current research performed via structural equality model that the hospital brand image has a positive effect on perceptional service quality, patient satisfaction and loyalty. Besides that, it was found that all parameters are interacting with each other, among which patient satisfaction and loyalty are the most interacting ones.

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How to Cite
BİÇER, D. F. (2020). ANALYSING THE RELATIONSHIP OF BRAND IMAGE WITH PERCEIVED QUALITY, SATISFACTION AND LOYALTY THROUGH STRUCTURAL EQUATION MODELLING. TURKISH JOURNAL OF MARKETING, 5(2), 158-178. https://doi.org/10.30685/tujom.v5i2.96

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