Explaining Factors Affecting Brand Image of Hospital with the Emphasis on Branding in Health Services Marketing; Case Study of Salman-e Farsi Hospital in Bushehr

Abstract

Abstract Introduction: Today, branding is widely considered as a strategic prerequisite for organizations. Brands help the organizations to create value for their customers and retain a sustainable competitive advantage in the market. Creating a strong brand on the market is the key to succession for many organizations. Brand image is one of the factors that adds up to the overall strength and value of the brand. The primary goal of this study was to explain the factors affecting brand image of Salman-e-Farsi Bushehr Hospital with the intermediary role of special brand value. Materials and Methods: The present investigation was conducted as a descriptive and correlational study. Questionnaires were used to collect data. The statistical population of the study consisted of patients admitted to Salman-e-Farsi Hospital. Data were collected in October 2013. A total of 385 questionnaires were randomly distributed among patients in Salman-e-Farsi Hospital in Bushehr. Ultimately, the data were analyzed with descriptive statistics and structural equation modeling available in SPSS software. Results: Our findings demonstrated that brand equity had a positive and significant effect on brand image of Salman-e-Farsi Hospital. Public awareness, trust, reputation, and personality of the brand, as well as commitment to relationship, customer satisfaction and brand loyalty had a positive and significant effect on brand equity of Salman-e-Farsi Hospital. Conclusion: According to the findings of the study, public awareness, trust, reputation, and personality of the brand, along with commitment to relationship, customer satisfaction and brand loyalty had constructive effects on brand equity, which further helped create a positive image of Salman-e-Farsi Hospital. Thus, hospitals might be able to expand their marketing efforts by increasing the benefits allocated to hospitalized patients and the independence of physicians to create brand image, brand loyalty, and brand equity.