IMPACTS OF CUSTOMER BRAND ENGAGEMENT AND PARTICIPATION ON HEALTHCARE SERVICE EXPERIENCE /
Botchey, Nana Yaw
IMPACTS OF CUSTOMER BRAND ENGAGEMENT AND PARTICIPATION ON HEALTHCARE SERVICE EXPERIENCE / NANA YAW KORSAH BOTCHEY; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI - 58 sheets; 31 cm. Includes CD
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 49-52)
ABSTRACT
Quality of healthcare experience has gained increasing scrutiny following the outbreak of COVID-19 pandemic. Given this need, brands/service providers consider brand engagement and participation of customers as being essential in defining the quality of service experienced. This study, building on similar research works within the paradigm of service marketing, specifically customer brand engagement and participation, looked at how brands engagement and participation impacted on the customer’s healthcare service experience. Contextually, the study focused on the healthcare experience of customers who accessed, have been engaged, and participated in one of disease diagnosis and treatment services, or pharmaceutical services within three selected hospitals in Ghana; St. Joseph’s Hospital, SDA Hospital and Regional Hospital, Koforidua.
A convenient sampling method was adopted in collecting a total of 323 responses for the study. SPSS statistical package was used in the collation and analysis of the collected data; with descriptive statistics, correlation and regression analysis specially used. The results indicated that females dominated the responses with 59.1 percent with males forming a minor 40.9 percent. Using Cronbach’s alpha for all the constructs, the result (0.951) also showed that all the questions and scale used in the questionnaire were linked and considered internally very reliable. On the side of the relationship between CBE and Healthcare Experience, the correlation result (0.697) and significance level (less than 0.05) showed that CBE has a strong and significant correlation with Healthcare Service Experience. Again, CBE was seen to have a significant and positive impact on customer participation (correlation of 0.778 and a significance level less than 0.05). Customer participation was also seen to be having a significant and positive impact on customers’ healthcare service experience (correlation of 0.744 and a significance level less than 0.05). And with the R, it was further established that there exists a strong relationship (80.9 percent) among the variables; thus, the dependent variable (Healthcare Service Experience) and the independent variables (Customer Brand Engagement and Customer Participation). Conclusively, findings from this study fundamentally supported works from literature and as such recommends that an enhanced customer brand engagement and participation when done right will significantly impact positively on the quality of healthcare experience customers/patients receive. Further findings, conclusions and contributions are highlighted in the report.
Customer loyalty--Dissertations, Academic
Medical care--Dissertations, Academic
IMPACTS OF CUSTOMER BRAND ENGAGEMENT AND PARTICIPATION ON HEALTHCARE SERVICE EXPERIENCE / NANA YAW KORSAH BOTCHEY; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI - 58 sheets; 31 cm. Includes CD
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 49-52)
ABSTRACT
Quality of healthcare experience has gained increasing scrutiny following the outbreak of COVID-19 pandemic. Given this need, brands/service providers consider brand engagement and participation of customers as being essential in defining the quality of service experienced. This study, building on similar research works within the paradigm of service marketing, specifically customer brand engagement and participation, looked at how brands engagement and participation impacted on the customer’s healthcare service experience. Contextually, the study focused on the healthcare experience of customers who accessed, have been engaged, and participated in one of disease diagnosis and treatment services, or pharmaceutical services within three selected hospitals in Ghana; St. Joseph’s Hospital, SDA Hospital and Regional Hospital, Koforidua.
A convenient sampling method was adopted in collecting a total of 323 responses for the study. SPSS statistical package was used in the collation and analysis of the collected data; with descriptive statistics, correlation and regression analysis specially used. The results indicated that females dominated the responses with 59.1 percent with males forming a minor 40.9 percent. Using Cronbach’s alpha for all the constructs, the result (0.951) also showed that all the questions and scale used in the questionnaire were linked and considered internally very reliable. On the side of the relationship between CBE and Healthcare Experience, the correlation result (0.697) and significance level (less than 0.05) showed that CBE has a strong and significant correlation with Healthcare Service Experience. Again, CBE was seen to have a significant and positive impact on customer participation (correlation of 0.778 and a significance level less than 0.05). Customer participation was also seen to be having a significant and positive impact on customers’ healthcare service experience (correlation of 0.744 and a significance level less than 0.05). And with the R, it was further established that there exists a strong relationship (80.9 percent) among the variables; thus, the dependent variable (Healthcare Service Experience) and the independent variables (Customer Brand Engagement and Customer Participation). Conclusively, findings from this study fundamentally supported works from literature and as such recommends that an enhanced customer brand engagement and participation when done right will significantly impact positively on the quality of healthcare experience customers/patients receive. Further findings, conclusions and contributions are highlighted in the report.
Customer loyalty--Dissertations, Academic
Medical care--Dissertations, Academic