Influence of Brand Image and Service Quality, and Word of Mouth for Selecting Fertility Clinic
DOI:
https://doi.org/10.35654/ijnhs.v7i5.798Keywords:
brand image, services quality, fertility clinic, word of mouthAbstract
Background: Several factors influence the patient's decision in choosing a hospital such as Brand Image, Service Quality and also from family/friends’ recommendations through Word of Mouth. Objective: The study aimed to analyze the impact of Brand Image and Service Quality on fertility clinic selection decisions with Word of Mouth as an intervening variable. Method: A cross-sectional study was applied in this study. We involved 99 respondents using the purposive sampling technique. The statistically analysis using the path analysis regression model. Result: This study found that Brand Image had no significant influence on the Word of Mouth and did not affect the Clinical Selection. Word of mouth did not significantly mediate the influence of the Brand Image on the Clinic Selection Decision. Conclusion: specific aspects of brand image and service quality such as success rates, patient care, and facilities. Recommendation: hospitals should improve all dimensions of service quality in order to improve the good patients experience. The future study could add some factors associated with intention to use the fertility clinic
Downloads
References
(1) Mosadeghrad AM. Factors influencing healthcare service quality. Int J Health Policy Manag. 2014 Jul 26;3(2):77-89. doi: 10.15171/ijhpm.2014.65
(2) World Health Organization (WHO?.
in 6 people globally affected by infertility: WHO. Retrieved from:
https://www.who.int/news/item/04-04-2023-1-in-6-people-globally-affected-by-infertility
(3) Nguyen NX, Tran K, Nguyen TA. Impact of Service Quality on In-Patients' Satisfaction, Perceived Value, and Customer Loyalty: A Mixed-Methods Study from a Developing Country. Patient Prefer Adherence. 2021 Nov 17;15:2523-2538. doi: 10.2147/PPA.S333586
(4) Mao Y, Lai Y, Luo Y, Liu S, Du Y, Zhou J, Ma J, Bonaiuto F, Bonaiuto M. Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone. Sustainability. 2020; 12(8):3391. https://doi.org/10.3390/su12083391
(5) Ma’azzah N, Prasetyo A. The Influence of Brand Image on Customer Loyalty through Customer Satisfaction as Intervening Variable on Skincare Products Airlangga Journal of Innovation Management Vol. 4 No. 1 (2023): 219-228
(6) Inded team. Service Quality: Definition, 5 Dimensions and Implementation. 2022. Retrieved from: https://www.indeed.com/career-advice/career-development/service-quality
(7) Hayes A, Kindness D, Kvilhaug S. Word-of-Mouth Marketing: Meaning and Uses in Business. 2022. Retrieved from: https://www.investopedia.com/terms/w/word-of-mouth-marketing.asp
(8) Sweeney, J.C., Soutar, G.N. and Mazzarol, T. (2008), "Factors influencing word of mouth effectiveness: receiver perspectives", European Journal of Marketing, Vol. 42 No. 3/4, pp. 344-364. https://doi.org/10.1108/03090560810852977
(9) Dadipoor S, Alavi A, Ghaffari M, Safari-Moradabadi A. Association between self-efficacy and general health: a cross-sectional study of the nursing population. BMC Nurs. 2021 Mar 21;20(1):49. doi: 10.1186/s12912-021-00568-5.
(10) Li M-H. The Influence of Perceived Service Quality on Brand Image, Word of Mouth, and Repurchase Intention: A Case Study of Min-Sheng General Hospital in Taoyuan, Taiwan. 2?14. Retrieved from https://core.ac.uk/display/233620562?utm_source=pdf&utm_medium=banner&utm_campaign=pdf-decoration-v1
(11) Gonen LD. Satisfaction with in vitro fertilization treatment: patients' experiences and professionals' perceptions. Fertil Res Pract. 2016 Apr 2;2:6. doi: 10.1186/s40738-016-0019-4. PMID: 28620533; PMCID: PMC5424374.
(12) Geng L, Shi Z, Chai X-y, Nie H-W, Cong H-b, Li S-p. Patient and clinician perspectives on shared decision-making in infertility treatment: A qualitative study. Patient Education and Counseling. 2023; 116: 107948. https://doi.org/10.1016/j.pec.2023.107948
(13) Soare T, Ianovici C, Gheorghe IR, Purc?rea VL, Soare CM. A word-of-mouth perspective on consumers of family medicine services: a case study. J Med Life. 2022 May;15(5):655-660. doi: 10.25122/jml-2022-0098
(14) Pauli G, Martin S, Grelling D. The current state of research of word?of?mouth in the health care sector. International Review on Public and Nonprofit Marketing. 2023; 20:125–148
(15) Huppertz JW, Carlson JP. Consumers' use of HCAHPS ratings and word-of-mouth in hospital choice. Health Serv Res. 2010 Dec;45(6 Pt 1):1602-13. doi: 10.1111/j.1475-6773.2010.01153.x
Downloads
Published
Issue
Section
License
Copyright (c) 2024 International Journal of Nursing and Health Services (IJNHS)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
