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.
Highlights
Standardized, secured and quality healthcare services delivery are key objectives of healthcare industry all around the world
This study inspects the framework of services quality, product superiority, green hospital, and hospital accreditations on customer loyalty mediating through customer trust and brand image
The previous research studies focused on dimensions of healthcare services quality using different variables like patient satisfaction, customer trust, customer value, customer loyalty, green hospitals and hospital accreditations from different aspects
Summary
Standardized, secured and quality healthcare services delivery are key objectives of healthcare industry all around the world. Health care institutions have been seen providing sub-standard and unacceptable services quality just like other industries and the service delivery of public hospitals adds insult to injury. Shabbir, Kaufmann, and Shehzad (2010) noticed that poor quality services in public hospitals motivate patients to visit private hospitals where hospital distance, treatment affordability, therapy durations, medications, prompt service delivery by medical and paramedical staff are key factors of choosing private hospitals and these considerations are being constant due to delivery of improved health services. Previous studies have acknowledged the fact that private sector provides outclass services to middle and upper-class of the country through excelling service quality and patient satisfaction and because of high trust levels as compared to public hospitals (Fatima, Malik, & Shabbir, 2018). It is admissible fact that favorable brand image expands customer satisfaction that causes to enhance customer loyalty (Dennis, King, & Martenson, 2007)
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