Browsing by Author "Bogere Naghib"

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    The Impact of Corporate Image and Patient-Perceived Healthcare Service Quality on Patient Ѕatiѕfaction at Uganda Cancer Inѕtitute.
    (Makerere University Business School, 2025-08-13) Bogere Naghib
    Background: Patient satisfaction is a critical indicator of healthcare quality and plays a vital role in improving health outcomes. In resource-constrained settings like Uganda, understanding the factors that influence patient satisfaction is crucial for optimizing healthcare delivery. This study investigates the impact of patient-patient-perceived healthcare service quality and corporate image on patient satisfaction at the Uganda Cancer Institute (UCI), the only specialized cancer referral hospital in Uganda. Methods: A mixed-methods approach was used, combining quantitative data from a crosssectional survey of 391 patients and qualitative data from four focus group discussions. Patientpatient- perceived healthcare service quality was assessed using the SERVQUAL model, while corporate image was evaluated based on reputation, trustworthiness, visibility, and values. Patient satisfaction was measured across various dimensions, including communication, financial considerations, and overall experience. Results: Patients generally reported positive perceptions of service quality and corporate image at UCI. However, there was variability in experiences, particularly regarding reliability, responsiveness, and financial considerations. Both patient-patient-perceived healthcare service quality and corporate image were significantly and positively correlated with patient satisfaction. Regression analyses revealed that these two factors combined could explain 65% of the variance in patient satisfaction. Conclusion: Patient satisfaction at UCI is significantly influenced by both the perceived quality of services and the corporate image of the institution. Investing in strategies to enhance service quality and strengthen corporate image can lead to substantial improvements in patient satisfaction, ultimately contributing to better patient outcomes in this setting.