Enhancing Patient Trust in Yangon’s Private Hospitals: Impact of Service Quality Using SERVQUAL Model on Brand Image
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Abstract
Given Myanmar’s harsh surrounding environment and competition in the healthcare industry, this study examined the impact of dimensions of the SERVQUAL model – such as tangibles, reliability, responsiveness, assurance, and empathy – on patients' trust via the brand image of private hospitals in Yangon based on Social Capital Theory. Stratified purposive sampling was employed for sample selection, and data from 414 patients were collected online. The results of PLS-SEM showed that tangibles, reliability, responsiveness, assurance, and empathy significantly influenced brand image. Among these, tangibles, responsiveness, and assurance also positively impacted patient trust, while reliability and empathy did not. The findings of the Sobel test also showed that brand image mediated the effects of tangibles, reliability, responsiveness, assurance, and empathy on patients’ trust. Additionally, these findings enrich new knowledge of how the SERVQUAL model enhances patients' trust through the brand image of Yangon’s private hospitals, extending the application of social capital theory and offering valuable strategic and business implementation guidelines to promote private hospital businesses and practitioners to improve healthcare service quality.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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