THE EFFECT OF REBRANDING MANAGEMENT ON THE QUALITY OF HOSPITAL SERVICES: LITERATURE REVIEW
Indonesia Indonesia 
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Hospital Rebranding, Service Quality, Patient Trust
Abstract
hospitals facing increasing competition, changing patient expectations, and digital transformation. This study aimed to analyze the influence of hospital rebranding management on healthcare service quality and to identify strategic mechanisms linking rebranding practices with patient perceptions and loyalty. A systematic literature review was conducted using articles published from 2017 to 2026 and retrieved from Scopus, ScienceDirect, Emerald Insight, ProQuest, and Sinta. An initial 723 records were identified, followed by screening and eligibility assessment, resulting in 45 articles for detailed assessment and 27 primary studies for final synthesis. Narrative synthesis was used to examine the relationship between rebranding components and the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that effective rebranding extends beyond changes in names, logos, and visual identity to encompass service redesign, organizational culture, employee engagement, digital transformation, and patient-centered care. Rebranding was particularly associated with improvements in tangible and responsiveness dimensions, while assurance and empathy were essential for sustaining patient trust and loyalty. The novelty of this review lies in integrating conventional corporate rebranding with humanistic-digital hospital branding, positioning patient trust as a critical mechanism between brand transformation and perceived service quality. These findings imply that hospital managers should implement rebranding as an organization-wide transformation strategy rather than a cosmetic marketing initiative to achieve sustainable service quality and competitive advantage.
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