Examining the Role of Brand Image on Service Recovery Strategy in Thai Private Hospitals

This study delves into the intricate relationship between brand image and service recovery strategies within the context of Thai private hospitals.Employing SmartPLS 4.0, data were meticulously gathered from a sample comprising 420 service users of private hospitals in Thailand.Through rigorous analysis, three distinct dimensions of brand imageexperience, symbolic, and functional-were discerned, each exhibiting a discernible positive impact on service recovery strategies.Conversely, the social brand image emerged with a counterintuitive negative influence.Moreover, this research introduces a novel factor grounded in expectation confirmation theory, elucidating the nuanced dynamics of service failures and recovery contexts.These findings significantly contribute to advancing marketing strategies within the private hospital sector, advocating for the strategic utilization of robust brand image to bolster customer satisfaction and the efficacy of service recovery mechanisms within the healthcare domain.