EFFECT OF PERCEIVED QUALITY, HOSPITAL IMAGE AND PATIENT LOYALTY ON OVERALL HOSPITAL EQUITY

Abstract

Purpose The purpose of this study examines the significant components of service hospital equity i.e. perceived hospital quality, service patient loyalty and hospital image in the health care sector of Pakistan. Methodology & Design The target population integrated for this study are patients of health care centers i.e. hospital, clinics and health centers. Data has been collected from 335 patient of different private hospital of Karachi-Pakistan. Statistical technique for result testing regression analysis has been used. Findings Conclusively, it has been estimated that healthcare industry is major growing industry in Pakistan. It has been recorded that perceived service quality of particular hospital performing as one of the most significant dynamic on which generates hospital’s image, patient loyalty and hospital equity Limitations Despite the fact that of a considerable measure of diligent work and difficult employment, there are as yet a couple of limits of this Study. The underlying restriction is expense and geographic area. In view of a low expense, the examination is led in single city that is Karachi Recommendations This research provides way out in this uncovered area in health care sector, service quality in health care sectors considering as competitive advantage on which hospital marketing managers making strategies in order to pull high frequency of customers