摘要：Healthcare services are a necessity for every person in every part of the world. In Malaysia, the government and private hospitals play crucial roles in meeting the needs of the country. The study of brand equity is important to gain a competitive advantage in business, especially in healthcare. The research looked into three determinants that affect brand equity, namely perceived quality, brand loyalty and brand image. A quantitative research was conducted for numerical measurement and analysis. The nonprobability sampling method of convenience sampling was used to study behavior of consumers. 200 respondents were selected as the sample size and data was collected through a self-administered questionnaire. Based on the completed 123 respondents who had experienced outpatient treatment and services in private healthcare facilities in the Klang Valley, the results of the research indicate that there is a strong relationship between brand equity and perceived quality, brand loyalty and brand image. The limitation and recommendation for future research is presented at the end of the paper. The research also attempts to bridge the gaps that exist from poor facilities and services rendered by these facilities that will result in the drop of brand value for the organization.
