Customer to Consumer: Attitudinal and Behavioural Loyalty

Dr. Neetu Kumari ., Sandeep Patyal .

Abstract


The purpose of this study is to examine and analyze the customer’s attitude and behavior on loyalty in public healthcare services. The research design used survey with data collection from hospitalized 300 patients of Government District Hospital Udhampur J&K (North India) through a questionnaire. Exploratory Factor Analysis is used to analyze data. The results of the study provide evidence that loyalty of Public Health care is Comprised of Attitudinal and Behavioral Loyalty. The respondent showed low attitudinal loyalty but in contrary they showed behavioral loyalty. The study highlights various factors which are impacting their positive attitude. The study also discussed the limitation and direction for future research.

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