IOSR-JBM   Volume-1 ~ Issue-4 ~ Jul-Aug-2012

Paper Type	:	Research Paper
Title	:	Setting agenda for quality improvement in a public hospital in Nigeria using the consumers' judgment
Country	:	Nigeria
Authors	:	D. S. Ogaji || A.J. Etokidem
	:	10.9790/487X-0140106

ABSTRACT : Background: The paradigm shift in the locus of control in many health systems brought about by consumerism and accountability makes it imperative for consumers of health services to be involved in setting agenda for quality improvement an imperative. This study sought to identify service quality gaps in a public hospital in Nigeria using the clients' judgement. Methodology: Sixty-eight consenting clients attending the State House Hospital, Yenagoa, were administered an adapted version of the SERVQUAL instrument to rate their expectation before and perception after the encounter with the practice. Negative gap scores indicated that the actual service (the perceived score) was less than what was expected (the expectation score) and thus requires some form of quality improvement. Criteria having high expectation scores from the clients were also of importance to the administrators of the facility. Result: Majority of the raters were married (71.2%) and female (55.9%). Significant gaps were elicited in clients' desire for up-to-date equipment for patient care (-1.15); desire to be able to trust staff (-1.06) and feel safe with hospital's employees (-1.11). All 5 dimensions showed some degree of inadequacies but none crossed the pre-set critical line. Majority of the clients showed general satisfaction with the performance of the hospital (88.4%), a likelihood of return (76.3%) and recommending to others (81.0%) Conclusion: The identification of symptoms of dysfunction in this organization through this instrument provided a starting point for the examination of underlying problems that inhibit the provision of quality service.
Keywords: Quality improvement, SERVQUAL, clients expectation, clients perception, quality gap, Yenagoa.

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Paper Type	:	Research Paper
Title	:	Cognitive Dissonance and Its Impact On Consumer Buying Behaviour
Country	:	India
Authors	:	Uzma Hasan || Dr. Reshma Nasreen
	:	10.9790/487X-0140712

Abstract: This article explores the implications of cognitive dissonance on varied aspects of consumer buying behaviour. Some of the factors leading to dissonance post purchase and prior to it have been comprehensively studied in the article. The paper begins with the identification of the degree of involvement in the purchase of a product which creates dissonance for a customer. The authors argue that higher the degree of purchase involvement on behalf of the consumer, the lesser would be his dissonance level. If he takes the purchase decision on his own, he would be more satiated with his decision as compared to a purchase decision taken in consultation with others. Also it is proposed, that the more time a consumer devotes to his purchase decision, the more content he would be with his decision and lesser would be the dissonance attached with the decision. The study also unveils that, a consumer is likely to face more dissonance over his decision which involves the purchase of luxury and expensive products whereas less dissonance was found to be associated with the purchase of FMCG (Fast Moving Consumer Goods). In other words, purchase of luxury products would make customers more dissonant as compared to a purchase of FMCG products.
Keywords: Cognitive dissonance, consumer behaviour, marketing, consumer dissonance, post purchase dissonance

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Paper Type	:	Research Paper
Title	:	Critical Factors For Developing Brand Equity: An Empirical Investigation In Malaysia
Country	:	India
Authors	:	Suranga Silva || Seyed Rajab Nikhashemi || Ahsanul Haque || Farzana Yasmin || Khatibi
	:	10.9790/487X-0141320

Abstract:The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succeeded in using their brand as a source for their company's worth, others lagged behind, trying to comprehend the real value of branding. This study draws upon past literatures in branding and proposes the use the brand equity concept towards formulating a meaningful plat for a Malaysian Internet service called TMnet, Jaring and Maxis to nest. This study develops a brand equity construct which nestles upon brand concept of functionality, image, perceived quality and brand loyalty. Developing brand equity is not an easy task. Therefore, this study tries to identify the important factors for creating brand equity. Results of this study shows that perceived quality is the most important factor for developing brand equity. The results of this study confirm the significant influence of these four utmost important factors on brand equity. In conclusion, practitioners can derive a better understanding of the activities that are undertaken by these organizations and how the way these activities are being dealt with.
Keywords: Functionality, image of brand, perceived quality of brand and brand loyalty

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