THE RELATIONSHIP OF SERVICE QUALITY BRAND EQUITY AND BRAND LOYALTY WITH ATTITUDINAL AND BEHAVIORAL FOR CUSTOMERS OF NON-PROFIT HOSPITAL IN BANGKOK.

Abstract

This research aims (1) to study patterns of relationship and size of influence of service quality and brand value towards attitudinal and behavioral loyalty, and (2) to analyze congruence of relationship of service quality, brand value towards attitudinal and behavioral loyalty. A questionnaire was used as an instrument for collecting data from 400 samples who used service at least 1 time at 5 non-profit private hospitals in Bangkok and were selected with quota sampling method. Data were analyzed with confirmatory factor analysis and examination of congruence of attitudinal and behavioral loyalty model with multiple regression analysis.

           The findings reveal that patterns of causative relationship of loyalty contain 3 factors including loyalty, service quality and brand value with positive interrelation and coefficient ranged from 0.24-0.67. The highest coefficient between service quality and product value was 0.67. Meanwhile, the examination of congruence with empirical data was considered from statistics of indicator accordance evaluation with Chi-square = 10.089, Chi-square / df = 1.261, df = 8, p = .259, GFI = .994, CFI = .999, RMR = .004, RMSEA = .026, MFI = .997. the result of analyzing influence was found that service quality directly influenced brand value and indirectly affected attitudinal and behavioral loyalty through transmission of brand value. The study result demonstrated that constructing loyalty to service users (patients) in terms of attitude and behaviors were founded from service quality development.