The Mediating Effect of Brand Equity on the Relationship Between Perceived Quality of Care and Loyalty of Customers Towards the Lady Ridgeway Hospital for Children, Colombo

Abstract

As it is known in the competitive health care Industry, the impact of Perceived quality of care on the attitudes and behavior of visit and re-visit intention of the customers towards hospitals is becoming an important issue. The aim of this study is to examine the relationship between Perceived Quality of Care and Customer Loyalty and how Brand Equity affects the association of perceived quality with Patients Loyalty. For this purpose, data was collected from 196 respondents who sought inward care from the Lady Ridgeway Hospital for Children, Colombo. The study revealed that customers from all social layers seek care at the Lady Ridgeway Hospital. In addition, the findings reflected that Perceived Quality of Care has a positive effect on the Patients Loyalty towards the hospital, the hospital has a good Brand image, and it plays mediating role in this relationship. Patients Loyalty mainly depends on the qualitative aspects of the services provided and not on the socio-economic factors of the patients. Results imply that the Perceived Quality of Care received by the patients lead to build up Brand Equity towards the hospital which in turn leads to Patients Loyalty towards Lady Ridgeway Hospital for Children, Colombo.