Factors Affecting Customer Loyalty in Private Hospital: The Case of Amin General Hospital
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Date
2017-10
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Addis Ababa University
Abstract
Currently the health care sector in Ethiopia is operating in a higher competition. Many new hospitals have entered the health care industry. The choice of hospital by customer is increased within this competitive health care industry. Customer loyalty has become a key factor for long-term success of the companies. In order to make customers loyal toward the hospital, management of the hospital need to understand factors affecting customer loyalty. This study aimed at examining factors affecting customer loyalty within Amin general hospital. In order to achieve the objective, data for this study were obtained by distributing questionnaires 400 patients Amin general hospital of which 383 have been collected. To gather information from respondents the study used Convenience sampling techniques. Thus, 383 returned questionnaires were analyzed using statistical package for social science (SPSS version 21).The study made use of primary and secondary data sources in order to gather relevant information for the study. The study employed mainly questionnaire in collecting the primary data and the analysis was substantially based on primary data. The secondary data was collected by reviewing books, previous research works, articles and journals, brochures and internet sources. Both descriptive and inferential statistics have been used for data analysis. Finding of the study shows that commitment, switching cost, image and satisfaction have a significant positive influence on customer loyalty. In addition, the analysis found that commitment is most essential factor in affecting customer loyalty followed by switching cost, image, satisfaction and the least important factors in affecting customer loyalty is trust. The study recommends that hospitals should have to exercise a high level of commitment to deliver quality service, satisfy their patients and increase the satisfaction of patients by giving and keeping promise, by showing concern for the health of their patients, providing consistent quality services, showing respect for patients and fulfilling obligations to patients
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Keywords
customer loyalty, Trust, Commitment