Big Data Analytics and Machine Intelligence in Biomedical and Health Informatics

12Healthcare Branding Through Service Quality

Saraju Prasad¹* and Sunil Dhal²

¹IBCS, SOA University, Bhubaneswar, Odisha, India

²IT, Sri Sri University, Odisha, India

Abstract

In India the healthcare services can be divided into two categories like public and private healthcare services. The Public Healthcare System (PHC) which is under the control of the government is available in cities and rural areas and provides services mostly primary services. Majority of the private sector healthcare service providers are in metropolis, capital cities and few others cities of the country mostly focused on secondary and tertiary services. India has the competitive advantages in terms of maximum number of experienced medical practitioners. The service quality model dimensions are properly reviewed in this paper. SERVQUAL model dimensions vary from developed to developing countries as the importance of dimensions are different and few new dimensions are being incorporated.

Keywords: Healthcare, service, quality, brand image, loyalty

12.1 Introduction to Healthcare

Considering the revenue and employment part then India is the largest healthcare sector in world. The different services coming under the healthcare system include hospital services, pathology testing, equipment used in medical and various clinics, online medicines, insurance related to health and medical tourism, etc. In healthcare sectors both private and public players are expanding their coverages by providing the different ...