The Impact of Hospital Brand Image on Service Quality, Patient Satisfaction and Loyalty in Public and Private Hospitals in Kinondoni – Dar es Salaam.

Machumani, Machumani Kiwanga (2022) The Impact of Hospital Brand Image on Service Quality, Patient Satisfaction and Loyalty in Public and Private Hospitals in Kinondoni – Dar es Salaam. Masters thesis, The Open University of Tanzania.

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Abstract

The study examined the impact of hospital brand image on service quality, patient satisfaction and loyalty in Kinondoni municipal council, Dar es Salaam, Tanzania. The study aimed to measure the level of service quality, patient satisfaction and loyalty to public and private hospitals and hence, to compare the brand image of public and private hospitals. The study used a sample size of 384 respondents. In data analysis quantitative analysis was used in analyzing the study results using SPSS whereby descriptive analysis and compared mean test was used in interpreting the study results. Thematic analysis was used in analyzing the qualitative information. The study results concerning the service quality focused on the SERVIQUAL approach, the study found that at private hospitals, respondents rate their opinions with higher service quality when their views of the quality of services they received matched or exceeded their expectations, while in public hospitals, it was found that patients had a higher opinion of the hospital's brand if their perceptions of service were higher than their expectations of service across the board. Also the study reveals that respondents were partially satisfied and loyal towards service provided by public than private hospitals. The study confirmed on inadequate hospital brand image in both public and private hospitals. The study recommends that in order to improve patient loyalty both public and private hospitals need to strengthen communication between their patients and service providers. Key Terms: Hospital brand image, Service quality, patient satisfaction and patient loyalty

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