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

Authors : Hina ZAHOOR, Nasir MUSTAFA

Pages : 138-154

Doi:10.55065/intraders.1131331

View : 18 | Download : 9

Publication Date : 2022-12-30

Article Type : Research Paper

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