The impact of service quality, brand image, and brand trust on patient satisfaction of private hospitals in Dhaka City of Bangladesh : the moderator role is price

Abstract

Nowadays, the Health Industry is accorded as a high priority economic hospital industry all over the world. People are very concerned about their health and hold the expectation to get proper treatment and quality services from hospitals. Like other industries, a very popular hospital is graded by its services quality and sometimes even branded as a Five Star hospital. Because the Health Care Industry has become a very competitive economic sector, hospital management are focusing more on providing premium services, maintaining their image to become trustworthy to their patients, while ensuring good profits. That is why the aim of this study is to quantitative research the impact of Service Quality, Brand Image, Brand Trust, and Price on Patient Satisfaction of Private Hospitals in Dhaka, the capital city of Bangladesh. To collect the data, a usable sample of 359 patients was selected from eight renown private hospitals in Dhaka. A questionnaire was also used to collect data via the convenience Sampling Method. To accomplish the objectives of the study, we performed robust data analyses on the collected dataset. This includes Descriptive Analysis, Reliability and Validity Tests, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Hypothesis Testing by SEM. Furthermore, the study was conducted via using the Statistical Package for the Social Sciences (SPSS) and AMOS software through the Structural Equation Modelling (SEM) technique. The findings of this study come with higher reliability and validity where five new dimensions emerged in service quality construct along with another four constructs. The highest variance comes in Advance Technology & Skilled Specialist of Service Quality. We found that Brand Image and Brand Trust has a higher significance on patients’ satisfaction, while no significance was found for price. These findings of this study are very substantial for the private hospital sector of, not just Dhaka, but Bangladesh as a whole. With the enhancement of Private Hospitals’ Brand Image and Brand Trust, these findings can be used to serve as useful and set marketing strategies that ultimately retain the existing patients, as well as attract new patients of private hospitals in Dhaka city for higher purchases. By ensuring practitioner and policy maker emphasis on brand image and brand trust. marketing can also benefit by making their hospital’s business a globally lucrative industry.