I have been working on measuring service quality, customer satisfaction and brand image of multispecialty hospitals in India?
I have drafted a questionnaire for measuring service quality and customer satisfaction but not able to design out items for measuring brand image?
Can any one help me in designing the items or questions for measuring brand image of multispecialty hospitals?
Download this article, I think it will help you
But if you need more explanation, then let me know
I recommend the following articles:
Brand equity in hospital marketing by Kim et al. (2008)
The impact of hospital brand image on service quality, patient satisfaction and loyalty by Wu (2011)
These 2 articles - especially speaking the one by Kim et al. will help in designing your questionnaire and even in shaping your thoughts on the topic.
Good luck
The following links can be useful:
http://www.academicjournals.org/article/article1380701699_Wu.pdf
http://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1029&context=cis_facpub
http://article.sapub.org/10.5923.c.economics.201501.21.html
http://www.tandfonline.com/doi/abs/10.1080/02642060902759145
http://businessperspectives.org/journals_free/im/2015/im_en_2015_02_Sciulli.pdf
The most important component of brand image of the Multi-specialty hospital is the management behind the enterprise. Are they renowned and reputed doctors ? Then you need to see availability of experienced specialist doctors, top class medical equipment , trained nurses, hygiene, quality of pantry supplies , location and research activities of resident doctors. These are some of my observations.
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