| Research Title |
The Influences Of The Brand Image On The Service Recovery Strategy Of Private Hospitals In Thailand: The Role of Customer’s Emotional Intelligence |
| Date of Distribution |
22 November 2023 |
| Conference |
| Title of the Conference |
ICBEL London 2023 – International Conference on Business, Economics & Law |
| Organiser |
Social Science and Humanities Research Association (ICBELLP)/Eurasia Research |
| Conference Place |
The Tomlinson Centre |
| Province/State |
Queensbridge Road, London, UK |
| Conference Date |
22 November 2023 |
| To |
23 November 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
NA |
| Page |
81-90 |
| Editors/edition/publisher |
|
| Abstract |
The research aimed to 1) investigate the influences of four dimensions of brand image on service
recovery strategy, satisfaction, words of mouth, and revisit intention and 2) identify the moderation effect of
emotional intelligence forming of satisfaction from service recovery strategy. The study was conducted by
quantitative research design where the data was collected using an online questionnaire by purposive sampling
methods from the service users of private hospitals in Thailand. The 600 usable respondents will be analyzed by
Structural Equation Modeling (SEM) and multi-group analysis with AMOS. The dimensions of brand image may
positively promote the effectiveness of service recovery strategy according to ECT theory and supported SET
theory by illustrating intended positive word-of-mouth communications and revisiting intention. This study may
also introduce the moderation effects of emotional intelligence (EI) on satisfaction with the service recovery
strategy. The results of the study indicated that recommended guidelines in private hospitals business to
improve their service recovery strategy by using the dimensions of brand image to improve customer retention.
EI identification could help to differentiate customers to provide suitable service recovery strategy attempts to
fix the service discomfort in the healthcare sector. |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
|
Publication
Journal Publication
ไทย