Analysis of the Relationship Between Brand Equity and Patients' Visit Intention
Abstract
Brand equity is an important asset for healthcare organizations as it can shape patients’ perceptions and preferences toward healthcare services. However, brand strength does not necessarily guarantee patients’ interest to revisit a newly developed outpatient service. This study aims analyze the relationship between brand equity and patients’ visit intention. A quantitative observational analytic study with a cross-sectional design was conducted among 98 respondents selected using accidental sampling. Data were collected through a Likert-scale questionnaire that had been tested for validity and reliability,covering brand awareness, perceived quality, brand association, brand loyalty, other proprietary brand assets, and Patient visit interest. Data analysis was conducted descriptively and using the Spearman Rank correlation test. Most respondents assessed the dimensions of brand equity and visit intention as good. Based on the research conclusion, brand equity and its dimensions were not significantly associated with patients’ visit intention. Brand equity was perceived positively, but its relationship with visit intention was not statistically demonstrated in this study.
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