Abstract:A brand is the promise of value and is imperative in all aspects of the industry. Retaining existing customers and attracting new customers has always been the challenge faced by service-based industries, which include private healthcare, primarily in hospitals. As a niche sector, private hospitals' tasks address demanding customer expectations. Based on the past reviews of the literature, this study proposes a few aspects to be investigated in the context of private hospitals in Malaysia. Data was collected a… Show more
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