An ever lasting urge to uncover "the strategy" of building brand loyalty has been motivating marketers for decades. However, simply establishing the same discovered "template" for al l products and brands has been the pursued agenda, without any further interest in examining the deeper...

For decades, marketers sought "the strategy" for building brand loyalty. When they succeeded in achieving extreme brand loyalty with customers, marketers simply followed the same template for other products and brands without bothering to examine the deeper, phenomenological processes involved...

This study employs six dimensions of service quality scale that is developed by Carman (2000) and Kara et al. (2005) to better understand the factors underlying healthcare customers' perceptions of service quality. These dimensions investigated are namely tangibility, reliability,...