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

Main Article Content

Meng Hsuan Li

Abstract

The purpose of this research is to understand the relationship between patient-perceived service quality, brand image, word of mouth and repurchase intention. In addition, this study also seeks to find out if the differences in demographic factors have any influence on patient-perceived service quality, brand image, word of mouth and repurchase intention. The respondents of this study were outpatients at Min-Sheng General Hospital in Taoyuan, Taiwan. 400 questionnaires were distributed and 394 usable ones were collected. The results indicate that there is a positive relationship between patient-perceived service quality, brand image, word of mouth and repurchase intention. There is, however, a significant difference in patient-perceived quality and word of mouth when segmented by gender and income levels. And there is a significant difference in patient-perceived service quality, brand image, word of mouth and repurchase intention when segmented by age levels and education levels.

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Author Biography

Meng Hsuan Li

Meng-Hsuan Li recently graduated from Assumption University, Graduate School of Business. This research was conducted under the supervision of Assistant Professor Sirion Chaipoopirutana.