Perceived Healthcare Service Quality and Brand Image on Patients' Loyalty in Zambia

Abstract

The Zambian government encounters significant challenges in providing beneficial
health care services to the citizens. To address this social problem, Zambia has
embarked on an ambitious program of health sector decentralization through the
implementation of various policies over the last few years. Specifically, the National
Health Policy is dedicated to achieving equity of access to cost-effective, high-quality
health care as near to the family as possible. As a result, necessary strides are being
made to ensure the quality of healthcare in Zambia is improved. This study aims to
determine how the quality-of-service delivery in Zambian health facilities affects brand
image, patient satisfaction, and patient loyalty. The expected research outcomes of
this study are meant to give insights on the level at which the independent variables
affect the dependent variable. The relationship between these variables is also to be
determined.