Measuring and Validating Consumer Based Brand Equity of Emergency Health Care Services by Using 5Q Model of Health Care Service Quality

Abstract

Purpose – The purpose of the research is to measure the brand equity of emergency health care services by using Aaker (1991) model of Consumer based brand equity. Furthermore, the purpose is to investigate the brand equity through 5Q model of Health care service Quality. Because in previous studies CBBE is not measured through 5Q model.Methodology – The Paper Pencil Method was used to collect data from respondents. A convenience sampling technique used to conduct analyses. 500 Questionnaire was drawn to get the responses from hospital patients.Findings – The Results of study concluded that Emergency healthcare service quality has positive relationship with Consumer based brand equity dimensions. Furthermore brand loyalty and brand image has positive relationship with brand equity in the case of emergency Health care service quality, however brand awareness doesn’t have any relationship with overall brand equity.Research Limitations – The study has been carried out by concentrating on emergency healthcare department using 5q Model that may limit the total process of overall brand equity enhancement of overall services of hospitals.Practical implications – The research results provide insights how Health care service quality and consumer based brand equity constructs is better designed and delivered to enhance overall brand equity that affects hospital services. Originality/Value – A major contribution of this study to first time measure Brand Equity of Emergency Health Care Services. Another distinctive contribution of this research is that it will examine the effect of 5Q model with the combination of consumer based brand equity in the context of healthcare sector.