Abstract:
The main purpose is to study the current situation in Albania related with the attitudes of Albanian society toward loyalty programs, healthcare loyalty cards usage in healthcare sector. The study aims also measuring the effect of loyalty programs on the service quality in Albanian healthcare sector. This thesis is descriptive quantitative in nature, aiming to develop a better understanding of the effect of loyalty cards on the healthcare service quality. The statistical package SPSS was used for data analysis. Finding indicates that the loyalty programs have positive effect on healthcare service quality. Moreover, loyalty card usage appears to play an important role in increasing the strength of association between loyalty programs and healthcare service quality. Results confirm the varying importance of some socio-demographic variables on the effect of loyalty cards on Albanian healthcare service quality. It has also been found that private hospitals have higher overall loyalty care than public hospitals. Study indicates that loyalty programs implementation is used overall in private hospitals but useless in public hospitals.
