THE IMPACT OF IMAGE ON CUSTOMER SATISFACTION AND LOYALTY IN

HEALTHCARE INDUSTRY:

A COMPARISON STUDY BETWEEN THE PUBLIC AND PRIVATE HOSPITALS IN

KELANTAN

BlRO PENYELIDIKAN DAN PERUNDINGAN

UNIV~KSITITEKNOLOGI MARA

40450 SHAH ALAM, SELANGOR

MALAYSIA

PREPARED BY:

PROF MADYA ZAINUDIN HJ AWANG

ZAIHAN BIN OTHMAN @ USMAN

COPYRIGHT O UiTM
 TABLE OF CONTENTS
NO. OF PAGES

Offer Letter

Letter of Transmittal ii

Research Team (members) iii

Acknowledgement iv

Table of Contents v

List of Charts X

List of Tables xi

List of Graph xiii

Abstract xiv

References xv

Appendixes xxii

CHAPTER 'I

AN OVERVIEW TO THE STUDY

1.I Introduction

I.2 Background of the Study

1.3 Purposes of the Study

1.4 The Scope of the Study

1.5 The Research Areas

1.6 Problem Statement

1.7 The Objectives of the Study

1.8 Research Question

1.9 Hypotheses of the Study

The Significance of the Study

The Limitations of the Study

Definitions of Terms

CHAPTER 2

LITERATURE REVIEW

lntroduction

introduction to Quality Healthcare

An Overview to Healthcare Industry in Malaysia

Government Priority in Health

The Definition of Private Sector Healthcare

Comparing the Private and Public Sector

The Image of the Organization

The Issues in Healthcare

The Driving Forces Behind the Malaysia Health System

Revamping of Malaysia Healthcare

Quality Healthcare System: The Way Forward

The Scope of Service Quality and Customer Satisfaction

The Concept of Customer Loyalty

The Relationship between Image, Satisfaction and Loyalty

CHAPTER 3

RESEARCH METHODOLOGY

lntroduction

Research Design
Data Collection Method

Population Size

Sampling

Procedures for Analysis of Data

CHAPTER 4

ANALYSIS OF DATA AND FINDINGS

Introduction

The Demographic of Respondents

The Reliability of Survey Instruments

The Comparison Among Hospitals

4.4.1 The Comparison of Factors Under Each lmage

Dimension 118

4.4.2 The Comparison of lmage Dimensions Between

Hospitals 121

Service Quality Measurement (SERVQUAL) 123

4.5.1 Customer's Expectation 123

4.5.2 Customer's Expectation 126

4.5.3 Overall Service Quality Gap 129

4.5.4 Service Quality Gap By Key Dimension for HKB 131

4.5.5 Service Quality Gap By Key Dimension for

HUSM

4.5.6 Service Quality Gap By Key Dimension for

KBMC

Customer Satisfaction

vii
4.7 Customer Loyalty

4.8 The Linear Relationship Among Central Variables

4.9 Hypotheses Testing

4.9.1 Testing of Hypothesis of the lmpact of lmage

Dimensions on Customer Expectation

4.9.2 Testing of Hypothesis of the lmpact of lmage

Dimensions on Customer Perception

4.9.3 Testing of Hypothesis of the lmpact of lmage

Dimensions on Service Quality

4.9.4 Testing of Hypothesis of the lmpact of lmage

Dimensions on Customer Satisfaction

4.9.5 Testing of Hypothesis of the lmpact of lmage

Dimensions on Customer Loyalty

CHAPTER 5

RESULTS DISCUSSION

5.1 Customer Expectation

5.1.1 Multiple Regression to Estimate Customer Expectation 144

5.1.2 Simple Regression Model to estimate Customer

Expectation Using Each Image Dimension 145

5.2 Customer Perception

5.2.1 Multiple Regression to Estimate Customer Perception 169

5.2.2 Simple Regression Model to Estimate Customer

Perception Using Each lmage Dimension

5.3 Service Quality

5.3.1 Multiple Regression to Estimate Service Quality

5.3.2 Simple Regression Model to Estimate Service Quality

Using Each Image Dimension 195

5.4 Customer Satisfaction

5.4.1 Multiple Regression to Estimate Customer Satisfaction 219

5.4.2 Simple Regression Model to estimate Customer

Satisfaction Using Each Image Dimension 220

5.5 Customer Loyalty

5.5.1 Multiple Regression to Estimate Customer Loyalty 244

5.5.2 Simple Regression Model to estimate Customer Loyalty

Using Each Image Dimension 245

CHAPTER 6

CONCLUSION AND RECOMMENDATION

DIRECTION FOR FUTURE RESEARCH