| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 18 |
NO. 2 |
PAPER 3 |
10.5958/2321-2012.2022.00013.6 |
ANALYSING IMPACT OF CUSTOMER ENGAGEMENT ON THE RELATIONSHIP BETWEEN CUSTOMER LOYALTY AND SERVICE QUALITY: A STUDY OF HEALTHCARE SECTOR |
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| Asma Zaheer* |
| * Associate Professor, King Abdulaziz University, Faculty of Economics and Adminitration, Department of Marketing, Saudi Arabia |
| The purpose of this study was to investigate the influential factors of customer loyalty in healthcare sector, namely, service quality and customer engagement. This study was based on the survey of super specialty hospital customers in India and KSA. This research deployed purposive sampling and analyzed the data by using covariance-based structural equation modeling. This study examined the impact of customer engagement on the link between service quality and customer loyalty in Indian and Saudi Hospitals, which has been neglected in the previous studies. This study has also examined the relationship between service quality, customer engagement and loyalty as a whole.
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