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Brand Trust And Image: Effect On Customers’ Satisfaction

Author

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  • Syeda Jaazba Zehra
  • Uroosa Arshad

Abstract

Healthcare 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 healthcare service. This study solves the problem of service quality related issues in healthcare 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.

Suggested Citation

  • Syeda Jaazba Zehra & Uroosa Arshad, 2019. "Brand Trust And Image: Effect On Customers’ Satisfaction," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 50-64, January.
    • Handle: RePEc:ksb:jourml:v:2:y:2019:p:50-64
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    File URL: http://jml.kasbit.edu.pk/Volume/2/page%20no%2050-64.pdf
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    References listed on IDEAS

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    1. Abbas Al-Refaie, 2011. "A Structural Model to Investigate Factors Affect Patient Satisfaction and Revisit Intention in Jordanian Hospitals," International Journal of Artificial Life Research (IJALR), IGI Global, vol. 2(4), pages 43-56, October.
    2. Campbell, S. M. & Roland, M. O. & Buetow, S. A., 2000. "Defining quality of care," Social Science & Medicine, Elsevier, vol. 51(11), pages 1611-1625, December.
    3. Kristie W. Seawright & Scott T. Young, 1996. "A Quality Definition Continuum," Interfaces, INFORMS, vol. 26(3), pages 107-113, June.
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    Cited by:

    1. Shahid Nawaz & Yun Jiang & Faizan Alam & Muhammad Zahid Nawaz, 2020. "Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship," SAGE Open, , vol. 10(4), pages 21582440209, December.

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