The Impact Of Hospital Brand Image On Patient Loyalty And Patient Behavioral Intention: The Mediating Role Of Patient Satisfaction

Abstract

The purpose of this research is to inspect the hospital brand image impact on the Patient Loyalty and Patient Behavioral intention with the mediating role of Patient Satisfaction as well as the interconnections among hospital brand image, patient satisfaction, patient loyalty and patient behavioral intention. Also, this study aims to analyses hospital brand image (HBI)–patient loyalty (PL)-patient behavioral intention (BI) in healthcare by understanding PS modelled. Furthermore, the mediating effect from HBI to loyalty and HBI to through PS is examined. The data collected from the Railway General Hospital in Islamabad are used to test the relationship among patient loyalty, patient satisfaction and behavioral intention which impacted hospital brand image. The data collected in this study was analyzed by using SPSS. The results from this study shows positive association of hospital brand image on patient loyalty and patient behavioral intention. The findings also show that level of satisfaction partially mediates the relationship between hospital brand image and patient loyalty and behavioral. A favorable brand image increases various outcomes such as patient loyalty, and behavioral intention by effecting patient satisfaction. From a managerial perspective, by using this framework, hospital managers can not only understand the complex relationships among hospital HBI, PS, BI and Loyalty but they can also use it in several ways. Since HBI is the main antecedent of our conceptual model, it not only impacts patient Loyalty directly but also indirectly through PS. This study is one of few studies that considered the importance of hospital brand image on the patient loyalty and behavioral intention but never studied with the mediation of patient satisfaction in hospital brand image.