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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Applied Quantitative Analysis (AQA)
Owusu, Joyce Dankwah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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The Strategic Effect of Hedonic and Utilitarian Value in Building Brand Trust and Brand Satisfaction Osei, Francis; Owusu, Joyce Dankwah; Kankam-Kwarteng , Collins
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 2 (2024): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i2.2233

Abstract

Customer value, divided into hedonic (emotional) and utilitarian (functional) dimensions, is crucial for competitive advantage, prompting the need for research in diverse contexts. Existing literature highlights the strategic importance of balancing these values to enhance brand trust and satisfaction, yet the cosmetics industry in Ghana remains underexplored. This study gathered data from 200 cosmetic product users in Ghana and used structural equation modelling to analyze the relationships between hedonic and utilitarian values, brand trust, and brand satisfaction. The findings indicate that hedonic values do not significantly affect brand trust or satisfaction, while utilitarian values are key drivers of both. Brand trust positively influences brand satisfaction but does not mediate the relationship between hedonic values and satisfaction. However, brand trust mediates the connection between utilitarian values and satisfaction. These insights are valuable for scientists studying consumer behaviour and for marketers aiming to meet customer expectations more effectively. This study, among the first of its kind in Ghana, underscores the strategic importance of utilitarian values in building brand trust and satisfaction in the cosmetic industry. Limitations include a single geographic focus and industry, suggesting future research should explore other contexts and include variables like brand loyalty and socioeconomic status to enhance understanding.
Shaping Patient Loyalty through Quality Care: Analyzing Patient Satisfaction in Public Hospitals in Ghana Osei, Francis; Owusu, Alfred; Kankam-Kwarteng, Collins; Agyemang, Gertrude; Owusu, Joyce Dankwah
Applied Quantitative Analysis Vol. 4 No. 2 (2024): July - December 2024
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.2664

Abstract

Public hospitals in Ghana face challenges such as limited resources and inconsistent care delivery, which impact patient satisfaction and loyalty. In this context, enhancing service quality is crucial for retaining patients and improving healthcare outcomes. This study investigates the role of service quality in shaping patient loyalty and explores patient satisfaction as a mediator in selected public hospitals in Ghana using the SERVQUAL model. A survey was conducted among 200 outpatients from five public health facilities in Kumasi, Ghana, between January and February 25, 2024. A quantitative methodology was applied to evaluate how patients' perceptions of service quality influence their loyalty toward public healthcare providers. In order to analyze the data, SPSS and the smart partial least square (PLS) software version 3.0 were used for structural equation modeling (SEM). The findings revealed that communication, the physical environment, and responsiveness significantly affect patient loyalty, whereas factors such as privacy, safety, and a customer-friendly atmosphere do not. Additionally, this study confirmed that patient satisfaction mediates the relationship between service quality and patient loyalty, underscoring the importance of service quality in enhancing both satisfaction and loyalty in health care. Based on these insights, this study recommends that health care institutions improve their service quality to strengthen public healthcare systems. The significance of this paper extends beyond regression analysis, as it also addresses the delayed effects of service quality on patient loyalty, considering both direct and indirect influences in the regression models.
Co-Authors Agyemang, Gertrude Kankam-Kwarteng , Collins Kankam-Kwarteng, Collins Osei, Francis Owusu, Alfred