An Empirical Study On Antecedents And Outcome Of Brand Equity In Penang Private Healthcare Organizations
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Date
2014
Authors
Fong, Cheng Hun
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The competition amongst private healthcare organizations has progressively grown more intense in these recent years. Formulating strategies to attract hospital consumers and overcoming competitions has never an easy task for hospital marketers. In view of the importance of brand equity as the basis for an organization, to sustain in business competitive accomplishment and earnings; the Aaker‘s Brand Equity model is adapted in this study. This is to examine the impacts of the antecedents (perceived quality, brand loyalty, brand image, brand attitude, brand awareness and brand association) and the outcome (purchase intention towards health services of Penang private healthcare organizations/ private hospitals) on brand equity. Data obtained from 271 completed self-administered questionnaires from hospital consumers in the Penang state were analyzed with Statistical Package for the Social Sciences (SPSS) and Partial Least Square (PLS). The data analysis results revealed that the antecedents such as perceived quality, brand loyalty and brand attitude have significant impact on private hospitals‘ brand equity and brand equity is positively significant to hospital customers purchase intention towards health services of private hospitals. Nevertheless, the brand image, brand awareness and brand association have no significant impact on brand equity of Penang private hospitals. This study is limited to Penang private hospitals and respondents from the Penang state only. In future studies, it may include hospital consumers and private hospitals in the whole of Malaysia as well as other variables such as hospital accreditations and its perceive value. The findings of this study contributes to healthcare service marketers in building, improving, and sustaining service brand equity through hospital consumers loyalty and purchase intention to sustain and gain competitive edge.
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Keywords
The competition amongst , private healthcare organizations