The Effects of Brand Image and Brand Trust on Patients’ Satisfaction: An Application of Private Hospitals in Dhaka City of Bangladesh

Fahima Khanom, and Muhammad Tahir Jan

Volume 6 Issue 3 | Sep 2023

DOI: 10.31841/KJEMS.2023.148

Views: 296

Total Downloads: 12

Download PDF

Abstract

This study examines the effects of brand image and trust on patients’ satisfaction with private hospitals in Dhaka, Bangladesh. This study is a Quantitative research. For collecting the data, the sample size is 359 patients selected via purposive sampling using survey questionnaires on eight top-listed branded private hospitals in Dhaka. For analysing the goals, multiple data analysis methods were performed, such as demographic analysis, descriptive analyses, and reliability tests via SPSS, while correlation and hypothesis tests were performed using CFA and SEM with AMOS software. The results of this study show higher reliability for both brand image and brand trust, which indicate a positive relationship with patients’ satisfaction. Through enhancing private hospitals' brand image, brand trust can be applied to assist a positive image and establish marketing tactics to continue existing and appeal to new patients to create a profitable business. Furthermore, in confirming academic results from this study, policymakers should value brand image and brand trust marketing as they can advance the private hospital’s business globally.
Keywords: Patient Satisfaction, Hospitals Brand Image, Hospital Brand Trust.