Abstract
The purpose of this paper is to investigate the determinants of brand loyalty in health sector of Pakistan, the main theme is to study the relationship between dependent variable that is brand loyalty and determinants of brand loyalty i.e. independent variables that are brand knowledge, brand social responsibility image, service involvement and perceived service quality. Data was collected through questionnaire from customers of the health sector industry in twin cities of Islamabad and Rawalpindi. Out of 200 questionnaires 175 questionnaires received back in which 160 were properly filled which shows 80% response rate that is highly positive response. The results show that the independent variables have significant impact on dependent variable (brand loyalty). We have limited our research to the health sector of the twin cities i.e. Islamabad and Rawalpindi only, rather than the entire health industry of Pakistan. Research related to in depth analysis of the topic can be further done in different multiple dimensions. One can include much more complex demographics portion in the study in order to find out for example the impact of gender on the variable of brand loyalty.
Highlights
In the recent business scenario, the consumers have been exposed to number of brand choices for a single product category
The researches show that it is important to identify the determinants of brand loyalty in health sector of Pakistan; the determinants, which are important for health sector of Pakistan, are brand knowledge, brand social responsibility image, service involvement and perceived service quality
The instrument was adopted from various sources e.g. brand loyalty, service involvement, brand knowledge, brand social responsibility image and perceived service quality are adopted from Quester and Lim, (2003), Wulf et al, (2001), Young & Rubicam, (1994) and Reich, (2002) respectively
Summary
In the recent business scenario, the consumers have been exposed to number of brand choices for a single product category. Bloemer, Ruyter and Wetzels (1999) in their research concluded that, empathy along with word-of-mouth usually are the two most important determinants in order to predict purchase intention regarding health care services. These authors further added that perceived knowledge, skills, credentials and reputation are most important factors to the consumers and to remain loyal under increasing service charges. The researches show that it is important to identify the determinants of brand loyalty in health sector of Pakistan; the determinants, which are important for health sector of Pakistan, are brand knowledge, brand social responsibility image, service involvement and perceived service quality. The purpose of this research is to identifying the determinants of brand loyalty in health sector as this sector is neglected previously
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