The role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait |
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Authors: | Dhoha A AlSaleh |
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Institution: | College of Business, Gulf University for Science and Technology, Mubarak Al-Abdullah, Kuwait |
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Abstract: | This study aims to explore the role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait. A survey is designed based on dimensions that include ease of use, e-responsiveness, e-scape, security, and customization. E-responsiveness and security had strong and direct influence on brand equity; whereas, ease of use, e-escape, and customization had no significant positive impact on the brand equity. The proposed model of relationship between e-service quality and brand equity has the potential to help hospital managers to establish their brand equity through managing the level of their online services. |
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Keywords: | Brand equity ease of use e-responsiveness Kuwait technology-based services |
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