The Effect of Spiritual Care and Physical Environment in Islamic Culture on Brand Advocacy
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Abstract
The research objectives were (1) to study the effect of medical service factors in Islamic culture of private hospital (2) To apply the Study results to design of cultural service of Hospital (3) to fine the effect of medical services model in Islamic culture on brand advocacy
In this research consists of the quantitative and qualitative researches. The quantitative research sampled 287 Muslim clients who received the medical services from Phyathai Nawamin Hospital in long term or the clients with the brand advocacy behavior. On the other hand, qualitative research sampled 10 Muslim clients who are the experts of Islamic Principles. The data were analyzed, summarized, and discussed quantitatively, using mean percentile Standard Deviation Coefficient of Variance and structural equation modeling (SEM) by factor analysis technique. The qualitative approach implemented by in-depth interviews and observation was used to support the findings of this study. The results were as follows.
The result of quantitative research reveals that the spiritual care tends to have direct effect on satisfaction, trust, and brand advocacy of the clients significantly. The satisfaction of clients has a positive effect towards trust and clients’ trust has a positive effect towards brand advocacy in terms of statistical significance. It was also found that the result of qualitative research is accordingly to the result of quantitative research as aforesaid.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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