SERVQUAL impact on overall satisfaction and brand loyalty: an empirical study in Delhi-NCR hospitals

Abstract

This paper analyses the impact of SERVQUAL on overall satisfaction and brand loyalty in the healthcare industry. SERVQUAL is a standard instrument consisting of five dimensions namely reliability, empathy, responsiveness, tangibility and assurance for measuring functional service quality. The study has been initiated by conducting a survey of various hospitals of Delhi NCR. A conceptual model is designed and confirmatory test of the model is done by using the confirmatory factor analysis technique. Structural equation modelling (SEM) using AMOS 4.0, a software program is used to analyse the causal relationship between SERVQUAL, overall satisfaction and brand loyalty. The outcome arrives that SERVQUAL has a positive effect on overall satisfaction and overall satisfaction also has a positive effect on brand loyalty.