The relative importance of branding on patient choice of private hospital in South Africa
Date
2014-01-14
Authors
Sim, Claire Ann
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Abstract
The private healthcare group in South Africa is dominated by the three major hospital brands: Netcare, Mediclinic and Life healthcare. It is important therefore to understand the factors that affect patient choice of private hospital, and the relative importance of hospital branding on patient choice
There is limited research on the importance of branding on patient choice of private hospitals in South Africa. As such, the purpose of the research was to identify the factors affecting patient choice of private hospital in the South African private healthcare sector. In addition, the relative importance of branding on patient choice was investigated.
A survey questionnaire was designed and then analysed using quantitative research methodology. One hundred and eighty six respondents completed the questionnaire. Confirmatory factor analysis identified 5 factors affecting patient choice of private hospital. They included hospital branding, physician recommendation, staff attitude, functional decision criteria and quality of service and the available offering.
In addition, hospital branding came out as the factor with the highest eigen value and accounted for the majority of the variance explained by the variables.
Therefore, hospital managers should incorporate these factors into improving the service to their patients and should recognise the importance that branding plays within the private healthcare sector.
Description
MBA thesis
Keywords
Brands and branding, Hospitals