Patient satisfaction and brand loyalty in health-care organizations in India

Abstract

Purpose

This paper aims to examine the major factors affecting patients’ satisfaction and loyalty at a health-care organization in India.

Design/methodology/approach

A conceptual model has been developed that includes the behavioural dimensions of total quality management (TQM), patient satisfaction and loyalty. This study is exploratory in nature and has used the existing literature to build the conceptual model.

Findings

A solution for improving the quality of health-care services can be found in the application of total relationship management and TQM, together with a customer orientation strategy.

Practical implications

The results can be used creatively by hospitals to re-engineer and redesign their quality management processes and reorient the future directions of their more effective health-care quality strategies.

Originality/value

In this research, a study is described involving a new instrument and a new method which assure a reasonable level of relevance, validity and reliability, while being explicitly change-oriented.

Citation

Sharma, V. (2017), "Patient satisfaction and brand loyalty in health-care organizations in India", Journal of Asia Business Studies, Vol. 11 No. 1, pp. 73-87. https://doi.org/10.1108/JABS-09-2015-0157