... engagement on purchase intention were not confirmed. Practical implications The study findings enable healthcare marketers to develop social media marketing and branding strategies to engage consumers and increase perceived value, brand equity and purchase intention of healthcare services. Originality...

... quality improvement projects. Healthcare services SERVQUAL Patient satisfaction Behavioural intentions Corporate hospitals India Quality of healthcare is one of the most important topics in the health service sector today. Improving and even maintaining the quality of care while reducing...