The Effect of Perceived Service Quality on Brand Loyalty

The aim of this study is to measure how patient perceives the services provided at hospitals in Edirne, Tekirda？, ？stanbul, K？rklareli, ？anakkale and to measure the effect of this perception on brand loyalty attitude of patients. For this purpose, a total of 999 patients who bought service from hospitals in these cities were reached. As a result of this research which Spss and Structural Equation Modeling was used for the analysis of the data, it is found that empathy (%61), reliability (%31), competency (%30) and physical attributes (%20) which are the sub dimensions of perceived service quality have effect on brand loyalty. However, it is found that patients have not any attitude about eagerness, which is sub dimension of perceived service quality, and so the dimension of eagerness has no effect on brand loyalty