Title: SERVQUAL impact on overall satisfaction and brand loyalty: an empirical study in Delhi-NCR hospitals
Authors: Bhawna Singh; Rushina Singhi
Addresses: Amity Business School, Amity University, Noida, Uttar Pradesh, 201313, India ' Amity Business School, Amity University, Noida, Uttar Pradesh, 201313, India
Abstract: This paper analyses the impact of SERVQUAL on overall satisfaction and brand loyalty in the healthcare industry. SERVQUAL is a standard instrument consisting of five dimensions namely reliability, empathy, responsiveness, tangibility and assurance for measuring functional service quality. The study has been initiated by conducting a survey of various hospitals of Delhi NCR. A conceptual model is designed and confirmatory test of the model is done by using the confirmatory factor analysis technique. Structural equation modelling (SEM) using AMOS 4.0, a software program is used to analyse the causal relationship between SERVQUAL, overall satisfaction and brand loyalty. The outcome arrives that SERVQUAL has a positive effect on overall satisfaction and overall satisfaction also has a positive effect on brand loyalty.
Keywords: service quality; overall satisfaction; brand loyalty; SERVQUAL.
International Journal of Healthcare Technology and Management, 2018 Vol.17 No.1, pp.49 - 60
Accepted: 16 Sep 2017
Published online: 08 May 2018 *