Service quality: A subliminal pathway to service differentiation and competitive advantage in private healthcare marketing in Ghana

The study investigates the role of service quality in Ghana's private hospitals and its effect on patients' satisfaction and loyalty. A sample of 622 respondents was drawn using convenience sampling. Structural equation modeling using smart PLS was used to test the measures. The study found a significant positive relationship between service quality and patient satisfaction and also a significant positive relationship between patients' satisfaction and loyalty and that patients' satisfaction mediates the relationship between service quality and patients' loyalty. The study provides a useful guide to policy formulation for private healthcare practitioners.