000			03749nam a22002897a 4500
003			KOHA
005			20230424120155.0
008			221028d2022 cy ||||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2584 _bB68 2022
100	1		_aBotchey, Nana Yaw
245	1	0	_aIMPACTS OF CUSTOMER BRAND ENGAGEMENT AND PARTICIPATION ON HEALTHCARE SERVICE EXPERIENCE / _cNANA YAW KORSAH BOTCHEY; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI
264			_c2022
300			_a58 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes bibliography (sheets 49-52)
520			_aABSTRACT 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.
650		0	_aCustomer loyalty _vDissertations, Academic
650		0	_aMedical care _vDissertations, Academic
700	1		_aAghaei, Iman _esupervisor
942			_2ddc _cTS
999			_c288947 _d288947