Influence of Corporate Image Perception on Loyalty of Service Through Perceived Quality of Hospital Services Faculty of Veterinary Science RUTS.

Abstract

           The objectives of this research were 1) to study the perception of the organization's image, the perception of service quality and loyalty to the use of animal hospital services, and 2) to study the influence of the perception of the organization's image on the perception of service quality of animal hospitals. 3) Study the influence of service quality perception on loyalty to animal hospital services, and 4) Study the influence of corporate image perception on loyalty through service quality perception. Animal Hospital The research population included people who visited the services of animal hospitals. Faculty of Veterinary Medicine, Rajamangala University of Technology Srivijaya, Thung Yai District, Nakhon Si Thammarat Province During July 22 - December 22, 3,080 people determined the sample size using Taro Yamane's formula at a 95% confidence level. Existing users A research tool is a questionnaire that analyzes data using percentage, average, and standard deviation statistics.
           The results of the research showed that 1) service users have the highest level of perception of the organization's image, recognition of service quality and total loyalty, 2) service users have the highest level of perception of the organization's image that affects the perception of service quality, 3) service users perceive the quality of service that affects loyalty to use the service at the highest level, and 4) service users perceive the image of the organization that affects loyalty through the perception of service quality at the highest level.