International Journal of Management Technology (IJMT)

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The Influence of Ducoffe’s Advertising Value Model on Health Care Service Quality Perception


Hospital management works to enhance customer satisfaction by emphasising the level and quality of service provided to patients. This study looks into the effect of marketing methods on the quality of service provided in the healthcare industry. The application of the Ducoffe Advertising Model to evaluate hospital service quality expectations is intended to analyse advertising perception components that lead to satisfaction in three dimensions. A quantitative research technique was used to collect customer data. Advertising influences the perception of the service provided, and service quality influences satisfaction and reputation since poor service providers typically result in negative word of mouth and negative publicity about the hospital. The health sector must increase the value of its advertising by understanding the advertising aspects that have the most significant influence on consumers’ perceptions. Theoretical and practical implications were discussed.

Citation: Cherouk Amr Yassin, Ahmed El Rawas (2022) The Influence of Ducoffe’s Advertising Value Model on Health Care Service Quality Perception, International Journal of Management Technology, Vol.9, No 2, pp.34-46

Keywords: Advertising, Ducoffe model, Hospitals, Service Quality, health care industry

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