Abdelsalam Adam Hamid, Siddig Balal Ibrahim, Abdelmonim Shawgi Seesy

ABSTRACT

Service quality has received considerable attention in academic perspective today's backed by the complexities and Interaction of providing service Therefore this study seek to determine the interaction effect of service quality and brand image on satisfaction of Sudanese private healthcare customer. A survey was conducted among 450 patients in Makah eyes hospitals to measure service quality of the private healthcare setting in Sudan using SERVQUAL 5 dimensions model by Parasuraman et al (1985). The results showed that perception quality in Sudanese Health sector consists of three dimensions (tangibles, responsiveness and empathy). In addition the results indicated that the interaction effect of service quality variables and brand image is a positive influenced customer satisfaction. thus, result of this study can help health care providers and managers to have deep understanding about how patients’ perceived service quality