THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER-BASED BRAND EQUITY

Management

In the multifaceted realm of healthcare, where the complexities are as diverse as the myriad needs of the diverse patient population, the cultivation of a robust culture centered on service quality is paramount. It becomes the lifeblood that nourishes the organizational ecosystem, fostering an environment where every facet of the institution is attuned to the pursuit of excellence. This meticulously designed research methodology aims to provide a robust foundation for examining the intricate relationships between service quality, brand image, and customer-based brand equity. By employing quantitative analysis techniques and ensuring a comprehensive sampling strategy, the study seeks to contribute valuable insights to the existing body of knowledge in the field. The research methodology employed in this study adopts a descriptive verification approach, specifically utilizing a quantitative framework. Primary data for this research is obtained through the distribution of questionnaires to respondents, complemented by secondary data sourced from pertinent literature and institutional documents relevant to the study's focus. This analytical technique serves to gauge the extent of the impact of service quality and brand image on customer-based brand equity, both in isolation and in conjunction. The selection of linear regression analysis aligns with the researcher's hypothesized relationships between the variables, namely service quality (X1) and brand image (X2) in relation to customer-based brand equity (Y). The results of the study reveal that the service quality at Cibabat Regional Hospital is currently classified as "quite good," with specific areas identified for improvement, particularly in health workers' responsiveness and relationship-building with patients. The brand image is generally perceived as "quite good," but concerns exist regarding the perceived high cost of treatment and alignment with patient expectations. The overall customer-based brand equity (CBBE) tends to be positive, yet there are opportunities for improvement, especially in addressing patient perceptions of service quality, professionalism among health workers, and responsiveness to patient and family input. In conclusion, while the hospital has achieved a commendable status, targeted enhancements are needed to further elevate the overall patient experience and satisfaction.

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