Impact of Accreditation, Services Quality, Green Standards and Product Superiority on Customer Loyalty: A Case of Healthcare Quality in Hospitals of Pakistan

Abstract

This study comprehends the association of quality services, product superiority, accreditations and green environment of hospitals; with corporate brand image, patient trust and loyalty. Respondents of the research study were from seven different healthcare organizations including private, charitable and naval sectors in four major cities (Lahore, Islamabad, Peshawar and Karachi) of Pakistan. Questionnaires were disseminated to 580 participants, and 447 responses were received. The data analysis was processed in SPSS 20 and SmartPLS 3.0. Partial Least Square Structural Equation Modeling (PLS-SEM) was applied to examine the inference for significant and insignificant associations between constructs. The outcomes specify that hospital accreditation positively and significantly impacts the customer loyalty through mediating effects of corporate brand image and customer trust. Similarly quality of services positively and significantly impacts the customer loyalty through mediating effects of corporate brand image. However rest of the relationships in this study were not found significant through mediating effects of customer trust and brand image. The hospitals management in Pakistan is recommended to instrument the accreditation of healthcare standards in its true spirit and should introduce innovations in healthcare technologies in institutions for unveiling more high-quality and superior health products and services to build strong corporate image and patient trust on rock-hard foundations to establish the satisfied and loyal patients.