Will branding engage perpetual bonding in healthcare?
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&...
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Online Access: | http://eprints.utm.my/105532/1/FauziahShAhmad2023_WillBrandingEngagePerpetualBondinginHealthcare.pdf http://eprints.utm.my/105532/ https://doi.org/10.33736/ijbs.5620.2023 |
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my.utm.1055322024-05-05T06:23:58Z http://eprints.utm.my/105532/ Will branding engage perpetual bonding in healthcare? Narayana Nair, Malathi Nair Sh. Ahmad, Fauziah HF Commerce 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. UNIMAS Publisher 2023-12-30 Article PeerReviewed application/pdf en http://eprints.utm.my/105532/1/FauziahShAhmad2023_WillBrandingEngagePerpetualBondinginHealthcare.pdf Narayana Nair, Malathi Nair and Sh. Ahmad, Fauziah (2023) Will branding engage perpetual bonding in healthcare? International Journal of Business and Society, 24 (1). pp. 343-361. ISSN 1511-6670 https://doi.org/10.33736/ijbs.5620.2023 DOI: 10.33736/ijbs.5620.2023 |
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HF Commerce Narayana Nair, Malathi Nair Sh. Ahmad, Fauziah Will branding engage perpetual bonding in healthcare? |
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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. |
format |
Article |
author |
Narayana Nair, Malathi Nair Sh. Ahmad, Fauziah |
author_facet |
Narayana Nair, Malathi Nair Sh. Ahmad, Fauziah |
author_sort |
Narayana Nair, Malathi Nair |
title |
Will branding engage perpetual bonding in healthcare? |
title_short |
Will branding engage perpetual bonding in healthcare? |
title_full |
Will branding engage perpetual bonding in healthcare? |
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Will branding engage perpetual bonding in healthcare? |
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Will branding engage perpetual bonding in healthcare? |
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will branding engage perpetual bonding in healthcare? |
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UNIMAS Publisher |
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2023 |
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http://eprints.utm.my/105532/1/FauziahShAhmad2023_WillBrandingEngagePerpetualBondinginHealthcare.pdf http://eprints.utm.my/105532/ https://doi.org/10.33736/ijbs.5620.2023 |
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