The Impact of Brand Equity on Patients’ Purchasing Behaviors in Private Dental Practice in Jeddah, Saudi Arabia

Abstract

The current research investigates brand equity on patients’ purchasing behaviors in private dental practice in Jeddah. This research proposes and tests a four-factor model that influences purchasing behaviors. These factors include the independent variables of brand awareness, brand image, brand loyalty, and perceived quality, while the dependent variable is purchasing behavior. In order to explore this issue, a quantitative method was used in the form of a questionnaire issued in the researched hospitals in Jeddah city in Saudi Arabia. The research targeted a sample of 360 patients, instead of the entire population. A random sample was used to choose the participants in this research. The research retrieved 306 valid questionnaires, which represented a response rate of 85%. The results confirm significant differences in the influence of these factors on purchasing behavior. The research concludes that there are significant influences from brand awareness, brand image, brand loyalty, and perceived quality. The research recommends that medication accessibility and availability needs regularly improved, and purchasing behaviour continuously monitored. It is also recommended that the dental service provider should concentrate on perceived quality by improving their technical equipment, using an expert frontline staff pool to select their employees from, and providing qualified dental services represented by perfect behavior, and a decent-looking and comfortable environment.