Contributions of the Servqual Model in Promoting Patients’ Revisit Intentions through Trust and Brand Image in the Private Hospital in Yangon
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Abstract
The study investigated the contributions of sub-dimensions of the SERVQUAL model, including tangibles, reliability, responsiveness, assurance, and empathy, in promoting patients’ revisit intentions through trust and brand image in the private hospital in Yangon framed by social capital theory. The survey data were collected from 414 patients in private hospitals, representing a response ratio of 69%. According to PLS_SEM and Sobel test results showed that trust mediated the effects of tangibles (t=2.104, p=0.035), responsiveness (t=3.251, p= 0.001), and assurance (t=3.507, p= 0.000) on revisit intentions and results indicated that brand image also mediated the influence of tangibles (t= 2.552, p= 0.010), reliability (t= 3.377, p= 0.000), responsiveness (t= 5.279, p= 0.001), assurance (t= 2.708, p= 0.006), and empathy (t= 4.661, p= 0.000) on revisit intentions. Moreover, the results also revealed that trust directly affects brand image (β= 0.0152, p< 0.014). These findings offer new insights into the SERVQUAL model, demonstrating how it promotes patients’ revisit intentions through mediating trust and brand image in private hospitals, extending social capital theory in a previously unexplored way. The study offered helpful guidelines to promote private hospital businesses, policymakers, and practitioners to improve healthcare service quality for long-term success.
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