CAUSAL RELATIONSHIP MODEL OF PATIENTS’ BRAND LOYALTY WITH PRIVATE HOSPITALS LISTED ON THE STOCK EXCHANGE OF THAILAND
DOI:
https://doi.org/10.14456/nrru-rdi.2023.32Keywords:
Private hospital, Brand loyalty, Service quality, Patients’ satisfaction, Brand identityAbstract
The knowledge of brand loyalty is applied in various service businesses, including its application in private hospital businesses. The research aims to: 1) develop a causal relationship model of brand loyalty in private hospitals registered in the Stock Exchange of Thailand market, and 2) examine the congruence of the causal relationship model of brand loyalty in private hospitals registered in the Stock Exchange of Thailand market. This study was quantitative research that utilizes a questionnaire as a research tool with reliability value of 0.987. The instrument used were online interviews through Facebook Messenger, collected from a sample group of 508 individuals who had used the services of private hospitals where managed by four major companies. Data was analyzed using descriptive analysis through a structural equation modeling approach developing a model and analyzing Pearson’s correlation coefficient. The results found that: 1) the causal relationship model of brand loyalty in registered private hospitals in the Thai Stock Exchange market is statistically significant and fits the empirical data, and 2) brand identity, service quality, and patients’ satisfaction have a positive relationship with brand loyalty, with coefficients of 1.00, 0.95, and 0.72, respectively. The results suggest that the ability to create value for the organization and consistently meet the expectations of customers by responding to their needs effectively.
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