The association between healthcare staff personal branding and patients’ perceived service quality: An evidence based research of the healthcare sector in Pakistan

Year 2022, Volume: 5 Issue: 2, 138 - 154, 30.12.2022

Hina Zahoor Nasir Mustafa

https://doi.org/10.55065/intraders.1131331

Abstract

Personal branding has become an important notion in health care management literature in the current era. The healthcare staff should be recognized as members of the team who provide quality care to patients. The present research examines the impact of personal branding of radiologists on perceived service quality placing particular emphasis on the health care sector in Pakistan. A convenience sampling method was used. The variables of personal branding are communication, behaviour and appearance and the variables of Perceived Service quality are responsiveness and reliability. The results of the study indicate that Communication is significantly correlated to responsiveness and reliability. Behaviour was significantly correlated to responsiveness while appearance significantly correlated to reliability. The finding of the study affirms the significance of personal branding as one of the crucial components in improving Perceived Service quality by health care units.

Keywords

Personal branding, perceived service quality, health sector, Radiologists

Supporting Institution

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Project Number

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Thanks

I am writing to submit our manuscript entitled, “The association between healthcare staff personal branding and patients’ perceived service quality: An evidence-based research of the healthcare sector in Pakistan”, for consideration as an InTraders International Trade Academic Journal, research article. The recent paper significantly contributes to the literature as it highlights the impact of personal branding of radiologists on perceived service quality placing particular emphasis on the health care sector in Pakistan.

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