MKT 470

Section: 12

Loyalty intention factors of customer in private health care sector

Submitted to

Tasneem Binte Morshed (TBM)

Lecturer

Marketing and International Business Department

North South University

Date: 22-12-2019

Submitted By: Group 7

Name ID
1.Md Nafiul Kadir 1610698030
2.Sakibul Hasan 1610708630
3.Sadaat Khan Majlish 1610409030
4.Mukshit Rahman 1620808630
5.Fahim Mahbub 1612300030
Table of Contents
1.0 Significance of the study.......................................................................................4
2.0 Introductions:.......................................................................................................4
3.0 Background:.........................................................................................................4
4.0 Purpose of the Study:............................................................................................4
4.1 Gap analysis:.....................................................................................................5
4.2 Rationalize scope of the study:...........................................................................5
4.3 Objective of the research:...................................................................................6
5.0 Conceptual model analysis:...................................................................................6
5.1 Definition of the variables:..................................................................................7
6.0 Development of hypotheses:..................................................................................8
7.0 Literature Review..................................................................................................8
8.0 Research Methodology:..........................................................................................9
8.1 Research Design:...............................................................................................9
8.2 Questionnaire Design:........................................................................................9
8.3 Primary research:.............................................................................................10
8.4 Secondary research:.........................................................................................10
8.5 Scale selection:.................................................................................................11
8.6 Sampling:.........................................................................................................11
8.7 Fieldwork:........................................................................................................12
9.0 Descriptive Statistics & Demographic Analysis:...................................................12
10.0 Empirical Result:...............................................................................................14
10.1 Customer loyalty............................................................................................14
10.2 Service Quality...............................................................................................14
10.3 Accessibility...................................................................................................15
10.4 Ambience.......................................................................................................15
11.0 Data Analysis....................................................................................................16
11.01 Model Summary:..........................................................................................16
11.02 ANOVA:........................................................................................................16
11.03 Coefficients:.................................................................................................17
12 Recommendation:.................................................................................................17
13.0 Scope of further research : ...............................................................................17
14.0 Conclusion:.......................................................................................................17
Reference..................................................................................................................17
Appendix...................................................................................................................17

Letter of Transmittal
22 of December, 2019

Tasneem Binte Morshed

Lecturer Department of Marketing & International Business
School of Business & Economics
North South University
Dhaka – 1215

Dear Ma’am,
In accordance with your instructions, we have worked on the report of doing a
marketing research on Loyalty intention factors of customer in private health care
sector and are most pleased to inform you that we are done with our project, it is both
a pleasure and privilege for us to present you this report.
The project has helped us gain an in depth knowledge on the implementations of
research marketing theories and tactics - taking on the theories we learned in the
class and applying them in real world scenarios. We have tried our best to
accommodate and combine as much data, facts and information as possible to depict
and associate with the course materials.
We are grateful to you for your considerate cooperation at every step of our journey in
making this research project; and we hope you find this report practical and helpful.
We also hope you find our hard work and dedication while evaluating the project-
work.

Sincerely,
Md. Nafiul Kadir
ID: 1610698030
Sakibul Hasan
ID: 1610708630
Sadaat Khan Majlish
ID: 1610409030
Mukshit Rahman
ID: 1620808630
Fahim Mahbub
ID: 1612300030
 Acknowledgment

We are very grateful to our course instructor Ms. Tasneem Binte Morshed, Lecturer of
Marketing & International Business, School of Business & Economics, North South
University, who has guided us overcome the many obstacles we faced while assessing
the research topic and choosing all the variables. Her guidance has been of utmost
importance in preparing this report and completing the project. We have learnt a great
deal from this course, from the absolute basics of research marketing, choosing
variables, SPSS and how we can implement that knowledge in real life. All of us hope
that we have been able to do justice to the teaching we have obtained through our
work on this project.
1.0 Significance of the study
The study on the topic will enable us to understand the mind of our consumers and
also the psychological tricks that the private hospital uses to use to influence behavior
among consumers. This research will allow us to define loyalty intentions more clearly
and we can also get to know some of the primary factors that affect consumers' loyalty
intentions. Our Study will also enable to analyze the impact of customer loyalty in
private health care sector as a whole and the prospects of it

2.0 Introductions:
Bangladesh is a fast-growing developing country. This development is affecting not
only the economy but also the lifestyle of every Bangladeshi people. If, we look back to
recent 10/15 years, it was tough to find any private hospital. In, recent 10 years the
private health care sector industry boomed in Bangladesh.
The private health care sector is a major component of the national health care system
of Bangladesh, which provides services to those sections of the population who can
afford the services and are ready to pay for them. This private sector offers several
services, extending from traditional treatments to modern allopathic medicine, also
provided by a range of people from village doctors, with or without formal training, to
highly qualified practitioners working in relatively formal settings in government
facilities, private premises, or both. Private sectors include private rooms, clinics and
hospitals. In 2003,Hye (2003: 1) estimated that there were 724 licensed private
hospitals and clinics, 35 percent of which were in the metropolitan area of Dhaka. In
addition, there were 945 licensed private diagnostic laboratories, 46 percent of which
were located in the metropolitan area of Dhaka.

3.0 Background:
Bangladesh is a small country with its massive population. The private health care
sector is an important component of the national health care system of Bangladesh.
Around 63.3 percent of the total population in the country want to seek service from
private healthcare (Bay, 2019). We are conducting research on in what context or
factor that provokes customer loyalty in private health care in Bangladesh. To find out
the in-depth view of these factors we looked through different journals and articles
from google scholars. We looked into different variables and picked 3 variables there
are ambiance, service quality, and convenience. We want to conduct our research
further to find out whether these variables are creating an impact on customer loyalty.

4.0 Purpose of the Study:

Bangladesh, a fast developing economy, and because of a vast populace base, the need
for healthcare is consistently on the ascent. The market and the service range have
developed altogether in the course of the most recent decade, and numerous
organizations have entered the healthcare business which was generally not into this
degree of diversification previously. In recent years the healthcare sector in
Bangladesh, especially in Dhaka city, growing at a considerable rate. The cause could
be the choice of population is influenced by many factors like westernization, loyalty
towards hospitals, ambiance. Also the healthcare sector has been one of the most
profitable business in recent years, so all the entrepreneurs take the change to
introduce new category of restaurant businesses, and all the subcategory of
restaurant business are on the rise.

4.1 Gap analysis:

After conducting some secondary research and interviewing with health industry
experts we have found out that there a lot of variable conducted based on the private
hospital industries and factor affecting the whole industry as a whole.

For example, there excellent research conducted by Michael Harvey called, “Factors
That Affect Customer Loyalty in health care sector” Harvey, M. (2019).

But there’s no depth research can be found which is done with the subcategory of
private health care sector as we talked about previously. So also research on loyalty
intension factor on private health sector is rarely seen. So there is a gap in which we
can work further study.

4.2 Rationalize scope of the study:

Private health care itself is a very broad category. And its different category has its
unique way to operate. Customer shows different character in different health sector.
Our topic is private health sector and more precious on the loyalty intension factor of
the health care especially in private sector. Loyalty intension in the health care affect
upon many different factors of the customers.

So our topic of our research is “Loyalty intention factors of customer in private health
care sector”
Study in private health care is not a new field of research but itself is a very important
one. The outcome of this research is to find out loyalty intension of the middle and
upper middle class customers in private health sector. Therefore, we ought to have in-
depth knowledge about their wants and needs. PRIVATE HEALTH sector is modern in
the Bangladesh providing more to their customers by creating a point of difference and
gaining competitive advantages over their competitors. This study will help to
understand the consumer behaviors and loyalty intension which would help private
health sector to apply tactics to maximum profit.

The scope of our study is depended on consumers of private health sector epically why
they choose one hospitals over another what motivated them to go back to the same
hospitals over again. But to do that they need to be up to the mark all the time.

4.3 Objective of the research:

As we have already discussed our study came from a gap of the study. We are doing
this research because we didn’t find any similar types of research done with this topic.
But the important of this research can’t be overlooked. Bangladesh is a small country
with its massive population. The private health care sector is an important component of the
national health care system of Bangladesh. Around 63.3 percent of the total population in the
country want to seek service from private healthcare (Bay, 2019).

We are not preciously define a problem but our approach is to to determine the loyalty factor
that influences the sales and profit of the private health care sector in Bangladesh our
objective of the research are:

 Build a consumer-focused integrated primary health care system;

 Improve access and reduce inequity;
 Increase the focus on health promotion and prevention, screening and early
intervention; and
 Improve quality, safety, performance and accountability.
5.0 Conceptual model analysis:

Our dependent Variable:

 Customer Loyalty

Our independent Variables: Conceptual Model

 Ambience
 Service quality Ambience
 Accessibility

Service
Accessibility Loyalty
Quality
Intension

5.1 Definition of the variables:

Ambience:
Ambiance refers specific feeling or mood connected to a specific person, place, or
thing. Ambiance sets the mood, character, quality, tone and atmosphere of a business.
It plays an important role in customer satisfaction (Orjein K. 2003).
Service Quality:
Service quality can be defined as the difference between customer expectations of
service and perceived service. Measurement allows for comparison before and after
changes, for the location of quality related problems and for the establishment of clear
standards for service delivery (Lewis and Mitchell, 1990). Most common method for
measuring service quality is SERVQUAL approach.
Accessibility:
Physical accessibility is understood as the availability of good health services within
reasonable reach of those who need them and of opening hours, appointment systems
and other aspects of service organization and delivery that allow people to obtain the
services when they need them(Webster M. 1828).
6.0 Development of hypotheses:
Based on these objectives and the independent variables, we developed these three
hypotheses.

 Service quality leads to stronger loyalty intention towards

healthcare sectors like hospital
 Ambience acts as a significant driver of customer’s loyalty
intentions.
 Accessibility has a significant impact on the loyalty intention of
customers in terms of getting treatment is faster in private
healthcare center.

Loyalty intentions can be viewed as a customer's psychological disposition toward an

object. In a purchase situation, loyalty intentions reflect favorable attitudes toward the
brand or firm (Dick and Basu 1994). Drivers of loyalty are complex and dynamic, and
they change and evolve (Johnson, Hermann, and Huber 2006). Several specific
psychological antecedents motivate commitment.

Ambience is important in your customer’s experience, the customers will form an

impression of your business based on the ambience of your offices & outlets, this
impression can either be positive or negative and will ultimately have an impact on
their overall experience with your brand. (Mandhachitara & Poolthong, 2011)The
ambience of business outlet can be said to be the character, mood or atmosphere that
can be associated with it. Everything that makes an impression on people when they
visit your business such as the architecture of the building, temperature, interior,
color scheme, lighting, wall texture, neatness, choice of decoration and even employee
uniforms are a part of your ambience. (Dick & Basu, 1994)So there is a shift in the
private hospital sector that is eager to maintain a proper ambience. They also
incorporated many picture paintings inside the hospital that give a modern look.
Nowadays hospitals interior as it looks modern from both the inside & outside so that
this attract the patients. The patients pay a visit and repurchase the service of the
private hospitals. So they go back to the same restaurant again and again just for
their esteem needs. So our second hypothesis is.

H1: Ambience acts as a significant driver of customer’s loyalty intentions.

Service quality can be defined as the difference between customer expectations of

service and perceived service. Measurement allows for comparison before and after
changes, for the location of quality related problems and for the establishment of clear
standards for service delivery. Most common method for measuring service quality is
SERVQUAL approach. [ CITATION DrA13 \l 1033 ]

Service quality is perceived as an important factor for developing patient’s loyalty.

Healthcare is a dynamic and rapidly growing sector of public services market which is
currently facing increasing competition and significant changes. The patients’
experience in relation to the private hospitals’ services has strong impact on the
outcome variables like willingness to return to the same hospital and reuse its services
or recommend them to others. The relationship between the service quality and
patient’s loyalty proves the strategic importance of improving the service quality for
dragging and retaining patients and expanding the market share. So our first
hypothesis is:

H2: Service quality leads to stronger loyalty intention towards healthcare sectors
like hospital.

Physical accessibility is understood as the availability of good health services within

reasonable reach of those who need them and of opening hours, appointment systems
and other aspects of service organization and delivery that allow people to obtain the
services when they need them. (Webster M. 1828)
Hospital patient ambience show a regular pattern. The rate of hospital usage usually
depends primarily on the incentives for care such as distance, pharmacy, emergency
treatment, etc. The regular return of the patient to the hospital depends on how they
are treated. In most cases, travel time has an effect on selecting a hospital. They
expect patients to drive further to hospitals for immediate care in terms of accessibility
on average.So our third hypothesis is:

H3: Accessibility has a significant impact on the loyalty intention of customers

in terms of getting treatment is faster in private healthcare center.
7.0 Literature Review
Customer loyalty presents a paradox. Some see it as mainly a trend focused on
attitude that can be significantly influenced by customer relationship management
measures such as the increasingly popular loyalty and affinity programs. Empirical
research, however, suggests that loyalty is influenced more by passive acceptance of
brands in competitive repeat-purchase markets than by strongly-held opinions
towards them. From this perspective, the demand‐enhancing potential of loyalty
programs is more limited than might be hoped.Reviews three different perspectives on
loyalty, and relates these to a framework for understanding customer loyalty that
encompasses customer brand commitment, customer brand acceptance and customer
brand buying. Uses this framework to analyze the demand‐side potential of loyalty
programs. Discusses where these programs might work and where they are unlikely to
succeed on any large scale. Provides a checklist for marketers. (Uncles, M., Dowling,
G. and Hammond, K. 2003)

The study findings reveal that patients are facing some challenges which inhibit
proper access to health service facilities. The interviews and FG demonstrate that
district level hospitals lack adequate in- patient department (IPD) facilities e.g. lack of
bed in hospital according to the demand of patients; appointment of surgical
operations etc. However, there are some services available to poor people, e.g. getting
cheap medicine, food for patient, some diagnosis opportunity at reduce cost etc. but
those facilities are not enough to meet the demand of the vast majority of people. The
study echoes similar findings of other studies which show that majority of the patients
are not satisfied with the facilities available to them. They face the same problem in
hospital settings e.g. long waiting hour, long queue, cost of medicine, lack of the
availability of medicine etc. (Hossen and Westhues, 2011). The FG findings also clarify
that getting admission is available immediately in the hospital, but to get an
appointment for surgery is difficult as it usually takes one to two weeks. They draw
attention to the fact that cost of medicine and diagnostic services are major hindrance
to satisfaction of the poor patients. In addition, behavior of the physicians and nurses
should be more patient focused so that they feel valued not ignored. My study findings
resonate with another study which identified the unavailability of doctors and nurses
as well as their negative attitudes and behaviors including the lack of drugs, long
travel and waiting times as the major factors of dissatisfaction and barriers to
utilization of public hospital services (CIET, 2004; HEU, 2003). Because of these
reasons the customer loyalty in the public healthcare center is low.

In private healthcare centers in Bangladesh customer loyalty is neither too high nor
too low. In private healthcare centers such as Apollo Hospital, United Hospital, Holy
Family Red Crescent Hospital etc. the cost is very high. From getting an appointment
to a doctor to buying medicines the cost is high. There are other costs as well like
cabin rent, food, different types of tests (blood, urine) cost etc. they are extremely
expensive. Some private healthcare centers tell customers to do some unnecessary
tests in order to maximize profit when there is simply no need. On the other hand, if a
customer goes to a private healthcare center he is assured that he will get his desired
treatment. The desired treatment will take time to get but he will eventually get it. For
these reasons the customer loyalty in private healthcare centers is neither too low nor
too high.

Everywhere there are some pros & cons. In healthcare centers of Bangladesh, it is no
different. In both public and private healthcare centers there are some pros & cons. In
public healthcare centers in Bangladesh patients face long waiting hour, long queue,
cost of medicine, lack of the availability of medicine and so on. It is not even
guaranteed that whether they will get their proper treatment or not. In private
healthcare centers in Bangladesh patients face lots of obstacles. The biggest obstacle
of them all is money. The cost is very high in the private healthcare sector. Besides
cost another obstacle they face is that they have to do some random tests like (blood,
urine) for no reason at all. Although the cost is very high in private healthcare sector
but it is guaranteed that the patients will get their desired treatment. That is why the
customer loyalty is higher in private healthcare centers.

8.0 Research Methodology:

8.1 Research Design:
To perform our study, we choose a Conclusive Research Design. This research is
applied directly to a large population. To check our specific hypothesis, we select this
research design.

In Conclusive research, there are two types of research (Descriptive & Causal). Our
research falls under the causal investigation as we are trying to obtain evidence
regarding the relationship between our independent and dependent variables.

8.2 Questionnaire Design:

We want to conduct our research on a large population sample most likely maximum
the participant is from wealthy family or affluent family. So, we will need quantitative
information, and for collecting data, we will do the survey questionnaire. So, we will
design a questionnaire with different types of related questions so that we will get a
range of useful data. Then the compiled research will be more on point and help us to
define whether our hypothesis is right or wrong and for designing our questions we are
doing structured questionnaire method. We are implying scaling method so that we
can have proper question-wording. And we also used Likert scale as it contains dual-
statement so-that respondents both agree or deny our reports.

8.3 Primary research:

To conduct our fundamental analysis, we circulate hardcopy of survey
questionnaire which will represent sampling of patient from private health care center
and who has taken some sort of treatment from any private hospital or have relatives
who has taken. Which is designed to get the insights from the sample about their
preference. By using qualitative methods because we wish to understand and describe
experiences of people regarding their choices and the factors influencing the decisions.
Then we will analyze the gathered information and critically evaluate them using data
processing software (SPSS) to see if the hypothesis gets accepted or not. We collected
data from 120 respondents around Dhaka city.

8.4 Secondary research:

For gathering data from secondary research, we had to go through many articles
related to the private health care industry. As we have given the critical review it holds
the output of our secondary data analysis. More importantly, we conducted interviews
with many doctors and patients who has taken service from private health care center.
To know their opinion about customer loyalty intension. That helped us in developing
the independent variables for research.

Research

Primary Secondary

Quantitively Collective Survey Qualitative

Budget: As it is a small research for academic purpose. We allocated 3000 taka for
conducting research. For rumination purposed we spend 2000 taka. Transportation
and printing of papers costs another 1000 taka.
8.5 Scale selection:
We conducted our research on quantitative information, and for collecting information
we choose a non-comparative scale, which is a scaling techniques where each subject
of the question is not related or not compared with each other it is conducted when
measurement of single subject. So in our case we are not using comparative scale as
we are using one subject private health care sector and within non-comparative scale
we are using Likert Scale to collect our data.

As we worked on loyalty intension ofprivate health care center. Which is relatable to

customer’s attitude to loyalty. The main reason to choose Likert chart is it gives highly
relatable data than others scale toward attitude. And attitude is a complex thing, On
the other hand Likert scale allow us to capture the variation on attitude. Other
reasons are it’s simple to understated for respondent and gives a clear idea about
human thoughts to researcher. Our scale selection was strongly disagree to Strongly
agree.

1. Strongly 5. Strongly
2.Disagree 3. Neutral 4. Agree
disagree Agree

8.6 Sampling:
For designing the samples, careful measurements have been followed. As our target
respondents mostly belong to the middle, higher middle and rich family we collected
data from North South University and through our personal connection. Total sample
size was 120. Mostly, aged between 20-35.

So as we mentioned we select the sample from NSU and personal connection for the
convenience in collecting information. So we are using Convenience Sampling.

We are also using Judgmental Sampling as we selecting the sample who regularly or
irregularly take private health care services. We felt judgmental sampling can give us
the more accurate insights about loyalty intension of private health care center.
8.7 Fieldwork:
As we already mentioned we surveyed 120 respondents in north south university and
from our personal connection. All student doesn’t belong to the same department. SO
for collecting the data we don’t hire any third party or agency. We have very limited
time. So we divided our surveying responsibilities into 5 people. And each of our team
members collected 25 surveys by themselves. Our faculty TBM ma’am work as a
supervisor in this process, she helped us in collecting information from her students.

9.0 Descriptive Statistics & Demographic Analysis:

Descriptive analysis is essential to find out the distribution of the research data which
gives reader a clear view about the data distribution. Research data is collected from
both male and female of different age. Thus, demographic analysis can give us a
proper view about demographic distribution of our research data.

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Gender 120 1.00 2.00 1.4200 .49480
Age 120 1.00 4.00 2.0250 .32388
Valid N (list wise) 120

The research is done through both online and offline survey and data is collected form
120 respondents. A descriptive statistics analysis is done through SPSS and got the
table above which shows the mean and standard deviation of gender and age of the
research. The mean and standard deviation of gender are 1.4200 and .494800
respectively. On the other hand, the mean and standard deviation of age are 2.0250
and .32388 respectively.
Valid Male 65 65.0 65.0 65.0
Female 35 35.0 35.0 100.0
Total 120 100.0 100.0
 Gender
Male Female
70%
60%
50% 58%

40% 42%
30%
20%
10%
0%
Gender

From the graph and table above we can see that majority of the respondents are male
which represents 65% of the total respondents. Rest 35% are female respondents. It
indicates that the distribution of gender in this research is reliable.

Age
Cumulative
Frequency Percent Valid Percent Percent
Valid Below 20 5 2.5 2.5 2.5
20 - 30 188 94.0 94.0 96.5
30 - 40 4 2.0 2.0 98.5
Above 40 3 1.5 1.5 100.0
Total 200 100.0 100.0

Age
Below 20 20 - 30 30 - 40 Above 40
100.00% 94%
80.00%
60.00%
40.00%
20.00%
2.50% 2% 1.50%
0.00%
Age

Form the graph and table above we can see that majority of the respondents are from
age group of 20 – 30 age represents 94% of the total respondents. 2.5% of respondents
are from age group of below 20 and 2% of total respondents are from age group of 30 –
40. The least percentage of respondents are from age group of above 40 represents
1.5% of total respondents. Therefore, it can be said that the research data is not well
distributed among age group.
10.0 Empirical Result:
To check the reliability of the questions we have used the Cronbach’s Alpha reliability
approach. We have used this test to measure the reliability of the scores and internal
consistency among the responses. We have taken the universal range to identify
whether our variables were reliable or not. The general rule of thumb is that any score
below .70 is considered not reliable where .70-.79 is good, .80-.89 and is better and
score above .90 is the most reliable ones.

10.1 Customer loyalty

Reliability Statistics
Cronbach's
Alphaa N of Items
.401 5

Cronbach’s Alpha can range from 0 to 1 and the higher values indicate a strong
internal consistency and more reliable. From the above table we can state that
Cronbach’s Alpha of .401 is lower than .70 meaning that our measure of customer
loyalty does not signifies that this variable is not reliable and there is an
unsatisfactory consistency among the items.
.401 < .7 (Not Reliable).

10.2 Service Quality

Reliability Statistics
Cronbach's
Alpha N of Items
.594 5

Cronbach’s Alpha can range from 0 to 1 and the higher values indicate a strong
internal consistency and more reliable. From the above table we can state that
Cronbach’s Alpha of .594 is lower than .70 meaning that our measure of customer
loyalty does not signifies that this variable is not reliable and there is an
unsatisfactory consistency among the items.
.594 <.7 (Not Reliable)
10.3 Accessibility

Reliability Statistics
Cronbach's
Alpha N of Items
.535 5

The range of Cronbach’s Alpha indicates that any value below .70 or 70 percent is
considered unreliable and there is an unsatisfactory consistency among the items.
From the reliability statistics of cost affordability, we get see that the value of alpha .
535 is less than .7 and it signifies that this variable is not reliable and there is an
unsatisfactory consistency among the items.
.535<.7 (Not reliable)

10.4 Ambience

Reliability Statistics
Cronbach's
Alpha N of Items
.673 5

Cronbach’s Alpha can range from 0 to 1 and the higher values indicate a strong
internal consistency and more reliable. Any value of R greater than .80 refers it has a
better reliability. From the above table we can state that Cronbach’s Alpha of .673 is
lower than .70 meaning that variable is not reliable and there is an unsatisfactory
consistency among the items.
.673 < .7 (Not Reliable)
11.0 Data Analysis

Dependent Variable

Our Dependent Variable was Loyalty Intension.

Independent Variable

Our Independent variables were:

Ambiance

Ho: Ambience does not acts as a significant driver of customer’s loyalty

intentions.

H1: Ambience has a considerable effect on loyalty intention of customers

towards coffee shop

Service quality

Ho: Service quality does not lead to stronger loyalty intention towards healthcare
sectors like hospital.

H1: Service quality leads to stronger loyalty intention towards healthcare sectors
like hospital.

Accessibility.

Ho: Accessibility has not a significant impact on the loyalty intention of

customers in terms of getting treatment is faster in private healthcare
center.

H1: Accessibility has a significant impact on the loyalty intention of customers in

terms of getting treatment is faster in private healthcare center.
11.01 Model Summary:

The model summary table is used to identify the strength of the relationship between
the independent and dependent variables. It also signifies the influence that value of
R-square has over the dependent variables. R-square in the model summary is
coefficient of the determination which can be obtained by squared value of the
multiple correlation coefficient.
From the above we can see that the r-square value is .736 which is higher than the
range. We can state that a significant proportion of the variance of customer Loyalty
Intention (dependent variable) can be predicted from the variance of service quality,
accessibility and cost ambience. The value of R square also states that it has greater
influence on the dependent variable.

11.02 ANOVA:
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 8.889 3 2.963 107.764 .000b
Residual 3.190 116 .027
Total 12.079 119
a. Dependent Variable: CL
b. Predictors: (Constant), ACB, A, SQ

ANOVA analysis is one-way analysis of variance which is used to measure the

statistical differences between the means of unrelated independent variables. It also
helps us to determine whether the variables are good fit for the data. If the value of the
significance is less than 5 percent or .05, according to the regression model statistics
the data is considered to be good fit. From the above table of ANOVA analysis, we get
to see that our value of significance is 0.000b which signifies that the data of
independent variables are good fit for the dependent variable.

11.03 Coefficients:
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.292 .120 19.172 .000
A .136 .036 .224 3.799 .000
SQ -.070 .032 -.137 -2.154 .033
ACB .424 .031 .811 13.593 .000
a. Dependent Variable: CL

The co-efficient table above gives us an insight to understand whether the

independent variables play any significant or insignificant role in the dependent
variable. If the value of significance of any independent variable is less than 5 percent,
it has a significant effect on the dependent variable and if the value of significance is
more than 5 percent or .05 it has an insignificant effect.

Findings and interpretations:

First of all, from our data analysis, we can say that only two of our variables have significant impact on
our dependent variables. And one of the variables has no significant effect on the dependent variable...
Saying that we can conclude that we can accept two of our hypotheses and reject one hypothesis.

Hypothesis 1

Ho: Ambience does not acts as a significant driver of customer’s loyalty intentions.

H1: Ambience has a considerable effect on loyalty intention of customers towards

coffee shop.

From the coefficient table, we can see that the p-value for ambiance is .000, which is less than .05. So we
can reject the null hypothesis and accept the alternative hypothesis which means Ambience does impact
loyalty intension in terms of taking medical services in private hospitals in Bangladesh.
Hypothesis 2

Ho: Ambience does not acts as a significant driver of customer’s loyalty intentions.

H1: Ambience has a considerable effect on loyalty intention of customers towards

coffee shop.

From the coefficient table, we can see that the P-value for service quality is .000, which is less than .05.
So we can reject the null hypothesis and accept the alternative hypothesis, which is, Service quality
leads to stronger loyalty intention towards healthcare sectors like hospital.

Hypothesis 3

Ho: Accessibility has not a significant impact on the loyalty intention of customers in
terms of getting treatment is faster in private healthcare center.

H1: Accessibility has a significant impact on the loyalty intention of customers in

terms of getting treatment is faster in private healthcare center.

From the coefficient table we can see that work Westernization’s P-value is .000 which is less than .05.
So we reject the null hypothesis which is, and accept the alternative hypothesis, which is Accessibility
has a significant impact on the loyalty intention of customers in terms of getting
treatment is faster in private healthcare center.

12 Recommendation:
The researcher should take into account more variables for example does convenience
has a positive or negative impact on customer loyalty in private healthcare sector.
Beside this the Cronbach’s Alpha value is not satisfactory here in the chosen
dependent and independent variable. So it can be improved.
The value of R square states that it has greater influence on the dependent variable so
we can niche down the variables and focus on them.
Researchers should increase the sample size from 120 obviously. Further research
questionnaire should have more open-ended questions where we had more closed
ended questions. Taking all this into account would make the further research more
credible. The future studies should give respondents more time to think about the
responses they make which will help the researcher to get less response error.

13.0 Scope of further research:

Value Equity, the primary driver of loyalty Intentions, can be comprehended as the
apparent proportion of what is gotten (e.g., an item) to what must be relinquished
(e.g., the cost paid for the subject). In this way, a significant value quality proportion is
demonstrative of high esteem value. On the off chance that a customer result input
proportion compares to their very own reference result input proportion, the
experience of internal reasonableness results (Oliver and DeSarbo 1988). Value
hypothesis keeps up that apparent value produces positive powerful expresses that
lead to uplifting frames of mind, for example, fulfillment and loyalty (Adams 1965;
Homans 1961; Walster, Walster, and Berscheid 1978).

In our research paper we mainly talk about how the service of private hospitals
affected customer loyalty. So as the private hospitals considered as better place for
medication in our country we thought that convenience and price might plays a
smaller roles than our selected independent variables. So we exclude, quality and
price from our independent variable because we had a limited time,

But by doing this study we feel that For taking service in private hospitals Price,
Quality, trust worthiness is the main factors that makes customer loyal in
Bangladeshi price sensitive Market. So further research can be done in this area;
which will relate price, quality and trust worthiness with loyalty intentions.

14.0 Conclusion:
Private hospital industry in Bangladesh is booming. To gain more trust ability. Private
hospital must work on various things that helps to gain customer loyalty. Therefore,
we have tried to conduct this research on loyalty intention of customers. This research
is not based on any problem statement thus; we tried to observe the perception of the
Bangladeshi people on this specific topic which is long ignored. In doing our research,
we found few things that highly affects the consumer loyalty. Through this research,
we have also learnt the variables like the ambience, accessibility and service quality
greatly affects the customer loyalty intentions. The Private hospitals has focusing on
their services also. They has create such an environment that will allow the customers
come and feel comfortable to take their medical services. In conduction this interesting
research we had the opportunity to learn many things. It also helps to understand the
views of the patients in respect of hospital services being provided. This research did
not only enhanced our knowledge in a particular topic rather opened the gateway of
further research for us.

Reference
Uncles, M., Dowling, G. and Hammond, K. (2003), "Customer loyalty and
customer loyalty programs", Journal of Consumer Marketing, Vol. 20 No. 4, pp.
294-316

HUSSAIN, M. M. AND HUSSAIN RAIHAN, M. M.Customer loyalty in Public Health

Care Services in Bangladesh: Some Critical Issues

Harvey, M. (2019). 7 Factors That Affect Customer Loyalty. Retrieved 3

November 2019, from https://consumerbrandbuilders.com/7-factors-effect-
customer-loyalty/?fbclid=IwAR0-5hkodyBnMiCPkwCHsSvHrVcHM8uP1YWD9o-i-
xdYbkfN7yjTDnPoqSw

Mosahab, R., Liang Kheng, L., Mahamad, O. and Ramayah, T. (2019). The Impact
of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia.
[ebook]. Retrieved 4 November 2019, fromhttps://l.facebook.com/l.php?u=https
%3A%2F%2Fs3.amazonaws.com%2Facademia.edu.documents
%2F40876521%2FThe_Impact_of_Service_Quality_on_Customer_Loyalty_A_Stud
y_of_Banks_in_Penang__Malaysia.pdf%3Fresponse-content-disposition%3Dinline
%253B%2520filename%253DThe_Impact_of_Service_Quality_on_Custome.pdf
%26X-Amz-Algorithm%3DAWS4-HMAC-SHA256%26X-Amz-Credential
%3DAKIAIWOWYYGZ2Y53UL3A%252F20191103%252Fus-east-
1%252Fs3%252Faws4_request%26X-Amz-Date%3D20191103T173622Z%26X-
Amz-Expires%3D3600%26X-Amz-SignedHeaders%3Dhost%26X-Amz-Signature
%3D54c1c32743804f00a6494453d339b000fb5cf1ef718042c53087a831e669034
6%26fbclid%3DIwAR2bA1mFx-
trBHgQ36w0HiyIeImyoaLKqs76hdxazaExx4rFPu0WEu0qRPw&h=AT2483irTpQxY
YTa26nBhTzHAYrS_RZQz61q5VN92mgjde7Qmtf7cKdFUJVmT3-
LeBNupYbBWhm2wXb7a-
BMowuCwlE03IFXCHgTO0ubf0PNFuAo2NwTlM0KeSWHzrlbUWGC

Shahin, D. A. (2013). A Framework for Determining and Prioritizing Critical

Factors in Delivering Quality Services. SERVQUAL and Model of Service Quality
Gaps, 45-72.
Masterson, L (2019). Convenience more important to patients than quality of
care.
Lagasse, J (2018). What healthcare consumers really want: convenience, to start.
https://www.healthcaredive.com/news/convenience-more-important-to-
patients-than-qualityof-care-surveyfinds/545365/?
fbclid=IwAR1ndB0IHPJR3RU2_5LIh_0gjvLP89dIsqgAa8omWGJF_OvKiBrWALQ
FJVU https://www.healthcarefinancenews.com/news/what-healthcare-
consumers-really-wantconvenience-start?
fbclid=IwAR2LbAddGKTuwjgUNMCgXx_ge46uFQRnGWWNfmggDFENfR2oD-
HBCEJxMY ttps://www.aabri.com/manuscripts/131680.pdf
https://www.google.com/url?
sa=t&source=web&rct=j&url=https://www.who.int/genderequity-
rights/understanding/accessibility
Islam, D. N. (2018). Factors Influencing the Selection of Restaurant for Dining
in Dhaka City of Bangladesh. Kathmandu: Asian Institute of Technology.

Johnson, Michael D., Andreas Herrmann, and Frank Huber (2006), "The
Evolution of Loyalty Intentions," Journal of Mar keting, 70 (April), 122-32.

Li, J. (2013, April 12). Quantitative Data Analysis Techniques for Data-Driven
Marketing. Retrieved from I-Acquire:
https://www.iacquire.com/blog/quantitative-data-analysis-techniques-for-data-
driven-marketing-2?fbclid=IwAR13j4Qr-
EWxvyj1Ini3hys4FAJ9uyrbQarYwCL6k9yA0YIxqTKnXMZAazo

Li, J. (2013, April 12). Quantitative Data Analysis Techniques for Data-Driven
Marketing. Retrieved from I-Acquire:
https://www.iacquire.com/blog/quantitative-data-analysis-techniques-for-data-
driven-marketing-2?fbclid=IwAR13j4Qr-
EWxvyj1Ini3hys4FAJ9uyrbQarYwCL6k9yA0YIxqTKnXMZAazo

Malhotra, N. K. (1993). Marketing Research.

Naderian, A. (2015). Service Quality and Consumer Satisfaction and Loyalty
Association Moderated by Switching Cost in Hospitality Industry. Malaysia:
Universiti Teknologi .

Omar, M. a. (2015). The Relationship between Restaurant Ambience and

Customers' Satisfaction in Shah Alam Arabic Restaurants, Selangor.
international Journal of Administration and Governance, 1-8.

Shobri, N. a. (2012). The Influence of Consumer Socialization on Brand Loyalty:

Survey on Malaysian Fast Food Consumer. Procedia - Social and Behavioral
Sciences, 523–529.

TOPCU, Y., & UZUNDUMLU. (2009). aNaLYSIS OF FaCTOrS aFFeCTING

CUSTOMer reTaILer LOYaLTY IN THe TUrKISH FOOD MarKeT: THe CaSe STUDY
OF erZUrUM. Erzurum: Department of Agricultural Economics, Collage of
Agriculture, Ataturk University.

TOPCU, Y., & UZUNDUMLU. (2009). aNaLYSIS OF FaCTOrS aFFeCTING

CUSTOMer reTaILer LOYaLTY IN THe TUrKISH FOOD MarKeT: THe CaSe STUDY
OF erZUrUM. Erzurum: Department of Agricultural Economics, Collage of
Agriculture, Ataturk University.

Wu, H. (2017), "What drives experiential loyalty? A case study of Starbucks

coffee chain in Taiwan", British Food Journal, Vol. 119 No. 3, pp. 468-496.
https://doi.org/10.1108/BFJ-08-2016-0349

Appendix