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The aim of the current study is to determine how service quality influence customers’ advocacy directly and indirectly through customers’ loyalty in private sector hospitals of Peshawar. Famous servqual model used for the analysis of service quality of the selected hospitals. Confirmatory factor analysis used to examine the fitness of the model and then with the help of path analysis hypotheses were checked. After analysis it was found that the relationship of service quality and customer advocacy was fully mediated by customer loyalty. The current study would be very useful for the hospital’s management in evaluation of service quality. Furthermore, the findings of the current study would also be useful in getting more customers. Marketing and management personnel of the hospitals would more emphasis on service quality to produce loyal customer, who eventually turns into advocates.

Impact of Service Quality on Customers’ Advocacy; Mediating Role of Customers’ Loyalty: A case of selected Private Hospitals of Peshawar