Original paper
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....
Paper Details
Title
The role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait
Published Date
Jan 2, 2019
Volume
24
Issue
1
Pages
21 - 39
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Notes
History