A study on factor that influencing to the recognition of Radicare brand name by its customer at Hospital Temerloh

Corporations in industrialized countries have widely recognized that the success and prosperity of their organizations depend on their ability to introduce their brand name. The purpose of this research is to study the factors that maybe contribute to the recognition of brand name of an organization. Three factors have been identified which were quality services, company image, and the effectiveness of spread of information about the company. The fieldwork for this research was carried out at one of the company that provided the total Healthcare support services which is Radicare (M) Sdn. Bhd at Temerloh, Pahang. In getting the data and information needed, the primary data have obtained from the survey method. The survey instrument in which questionnaires, have been used in this study. It involved a structured questionnaire given to the respondents to elicit specific information. The sample for this study was the staffs of Temerloh Hospital. One hundred (100) sets of questionnaires have been distributed personally to one hundred respondents but only 72 are usable. Data are analyzed using Reliability Test, Descriptive analysis, Pearson Correlation Analysis, Crosstabulation Analysis, and Multiple Regression Analysis through SPSS Program. Overall, the finding of this study has come up with a new research model according to the sources of previous study. From the study it indicated that, quality services is the most influence factor in explaining to the recognition of company brand name. This result suggests that the brand name can be a key strategy for the firm to enjoy comparative advantages.