The role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait

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.

keywords:

• Brand equity
• ease of use
• e-responsiveness
• Kuwait
• technology-based services