Abstract

In the competitive health care industry, the impact of hospital brand image on the attitudes and behaviours of patients towards hospitals has become an important issue. The aim of this study is to examine the relationship among hospital brand image, service quality, patient satisfaction, and loyalty. Survey data gathered from large private hospitals in Taiwan are used to test the relationship. The results reveal that hospital brand image has both direct and indirect effects on patient loyalty. It means that a positive hospital brand image not only increases patient loyalty directly, but it also improves patient satisfaction through the enhancing of perceived service quality, which in turn increases the re-visit intention of patients. Hospital brand image indeed serves as a lead factor in enhancing service quality, patient satisfaction, and patient loyalty. In addition, the results imply that the path from service quality to patient satisfaction is a key avenue for the impact of hospital brand image on patient loyalty. Consequently, this study proposes that hospital managers should strive to create and maintain the positive hospital brand image in order to enhance service quality, patient satisfaction, and loyalty. Several strategies regarding the creation and maintenance of the positive hospital brand image are also suggested in this study.

Key words: Hospital brand image, service quality, patient satisfaction, loyalty.