TITLE

Linking Brand's Competitive Advantage and Customer Satisfaction in Private Chain Clinic Industry: The Mediating Role of Price

AUTHOR(S)
Md Mansor, Mohamad Naqiuddin; Ahmad, Fauziah Sh.
PUB. DATE
June 2014
SOURCE
Australian Journal of Basic & Applied Sciences;2014 Special, Vol. 8 Issue 8, p43
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In Malaysia private sector development in healthcare has grown rapidly over the last two decades and this includes the increase acceptance in private chain clinic (PCC) industry. The rapid growth of healthcare private sector is due to increasing demands of rising proportion of the population with adequate health literacy and higher purchasing power. However, PCC should identify their brand's competitive advantage in order to stay competitive in the industry and differentiate itself from competitors as well as to satisfy their clients. This study attempts to propose a conceptual framework to examine the impact of brand's competitive advantage towards customer satisfaction in PCC industry. This is non-experimental research, which describe relationships between variables. Three variables have been identified in this study namely the independent variable of brand's competitive advantage (brand image and service quality) and the dependent variable of customer satisfaction while mediating variable is price. The paper will discuss the literature reviews and theories leading to the propose framework of study. Based on the theory, it then proposes that a survey be carried out at selected private chain clinic in Malaysia with cash patients as the sample size. Based on the theory, the findings will identify whether there is a significant relationship between brand's competitive advantages and price; the relationship between brand's competitive advantages and customer satisfaction; and the relationship between price and customer satisfaction. In addition, price will also be analyzed as a partial or full mediator in the relationship between brand's competitive advantage and customer satisfaction. Although this research proposal do not as reveal the research findings, the discussion is expected to contribute to among academia as well as private sector stakeholders particularly when considering customer satisfaction would normally translate into better revenue performance. This finding is vital for the government especially when they are planning to transform Malaysia health care system.
ACCESSION #
96793556

 

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