Service Quality and Decision Making to Use Hospital Services: The Mediating Effect of Brand Equity towards Private hospitals in Mueang Phitsanulok District
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Abstract
This research aimed to analyze direct and indirect effects of variables influencing the decision making to use private hospital services. This research was the survey research testing 279 service recipients at private hospitals in Mueang Phitsanulok District. The research samples were obtained from non-probability method by quota sampling. In this study, Partial least squares structural equation modeling (PLS-SEM) technique was used for hypothesis testing. According to the analysis found that (1) service quality had a direct effect on the decision making to use private hospital services in Mueang Phitsanulok District and perceived brand equity of private hospital were equal to 0.426 and 0.755 respectively (2) brand equity had a direct effect on the decision making to use private hospital services in Mueang Phitsanulok District was equal to 0.681 and (3) service quality had indirect effect on the decision making to use private hospital services in Mueang Phitsanulok District via perceived brand equity of private hospital was equal to 0.514. This research can be used as a guideline for developing the service quality of private hospitals for brand value perception in order to respond to the decision to use private hospital services in Mueang Phitsanulok District.
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References
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