واکاوی عوامل بازاریابی تاثیرگذار بر تمایل به انتخاب یک برند بیمارستانی
محورهای موضوعی : -مدارک پزشکیارش دهقان 1 , محمد جواد تقی پوریان 2 , سهیلا نظرپور 3 , مرضیه گرجی 4
1 - دانشجوی دکتری کارآفرینی، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ایران
3 - استادیار مدیریت بهداشت، گروه پرستاری، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ایران
4 - استادیار، گروه حسابداری، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ایران
کلید واژه: برند, بیمارستان, بازاریابی, انتخاب برند, اصالت برند,
چکیده مقاله :
مقدمه: یکی از مهم‌ترین جنبه‌های نگهداری و وفاداری مشتریان، ایجاد اعتماد به برند سازمان در آنهاست. همچنین اصالت برند نیز یکی از مباحث مطرح درباره برند می‌باشد که سازمان‌ها در دهه‌های گذشته کمتر به آن توجه نشان داده‌اند. از این‌رو هدف این تحقیق شناخت عوامل مؤثر بر این انتخاب یک برند بیمارستانی از منظر مدیریت برند می‌باشد. روش پژوهش: جامعه آماری این تحقیق کلیه مراجعین بیمارستان چمران قزوین است. از این‌رو با کمک فرمول کوکران و روش نمونه‌گیری تصادفی سیستماتیک، از 385 نفر داده از طریق پرسشنامه جمع آوری شد و با استفاده از روش مدل یابی معادلات ساختاری و نرم‌افزار AMOS تجزیه‌وتحلیل صورت گرفت. جهت تعیین روایی و پایایی پرسشنامه در این تحقیق از روش اعتبار سازه (تحلیل عاملی تاییدی) و پایایی همسانی درونی (الفای کرونباخ) استفاده گردید و که نتایج نشان از اعتبار و پایایی مناسب دارد. یافته‌ها: نتایج مدل‌یابی معادلات ساختاری نشان می‌دهد که سازگاری (0/58)، مشتری‌مداری (0/79)، تجانس (0/62) تاثیر معنی‌داری بر اعتماد دارند و همچنین اعتماد تاثیر معنی‌داری بر ارزش ویژه برند (0/91) و تمایل به انتخاب برند (0/96) دارد. نتیجه‌گیری: با توجه به نتایج این تحقیق می توان بیان داشت که از منظر مدیریت برند از عوامل تاثیرگذار بر تمایل به انتخاب یک برند بیمارستانی سازگاری، مشتری مداری، تجانس و اعتماد می‌باشد. بیمارستان‌ها می‌توانند با ارائه خدمات باکیفیت، متمایز و فراتر از انتظار بیماران، ضمن توجه بسیار به اصول بازاریابی در زمینه مورد خدمت خود لازم است به طور همزمان به اصالت برند، اعتماد و ارزش ویژه برند به طور همزمان توجه کنند.
Introduction: Hospitals can provide high quality, distinct and beyond expectation services, while paying close attention to marketing principles in their area of service. At the same time, brand authenticity, trust and brand equity need to be addressed. As a result, while honoring patients and providing them with better services, they create a value-for-money environment in which to receive the appropriate benefits for their services. Methods: The statistical population of this study was all clients of Qazvin Chamran Hospital. Thus, the Cochran formula for infinite societies determines 385 people. Also, systematic random sampling was used to select clients of this hospital. The required data were collected through a standard questionnaire distributed by Egers et al. (2013) and Lu et al. (2015) and analyzed using structural equation modeling and AMOS software. Content validity was used to determine the validity and reliability of the questionnaire and it was determined that the questionnaire was valid. The Cronbach's alpha coefficient also showed that the reliability of the research measurement tool can be relied on. Data were analyzed using structural equation analysis. Result: The results of structural equation modeling show that consistency (0.58), customer orientation (0.79), homogeneity (0.62) have significant effect on trust and trust also have significant effect on brand equity (0.91) and tend to choose the brand (0.96). Conclusion: According to the results of this study, it can be stated that from the perspective of brand management, one of the factors influencing the choice of a hospital brand is consistency, customer orientation, homogeneity and trust. Hospitals can provide high quality, distinctive and beyond-the-patient service while paying close attention to the marketing principles of their service, while simultaneously paying attention to brand authenticity, trust and brand equity.
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19- Alexander N. Brand authentication: Creating and maintaining brand auras. European Journal of Marketing, 2009; 43(3/4): 551-562.
20- Beverland MB. Brand management and the challenge of authenticity. Journal of Product and Brand Management, 2005b; 14: 460–461.
21- Beverland MB. The ‘Real Thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 2006; 59: 251–258.
22- Gilmore JH & Pine BJ. Authenticity: What consumers really want? Boston: Harvard Business School Press; 2007.
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24- Leitch S & Davenport S. Corporate identity as an enabler and constraint on the pursuit of corporate objectives. European Journal of Marketing, 2011; 45: 1501–1520.
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31- Yeung AC Cheng TC & Chan LY. From customer orientation to customer satisfaction: The gap between theory and practice. IEEE Transactions on Engineering Management, 2004; 51: 85–97.
32- Miranda R & Klement J. Authentic trust in modern business. The Journal of Wealth Management, 2009; 11(4): 29-47.
33- Arthur W. The authentic enterprise – An Arthur W. Page Society report. New York: Arthur W Page Society; 2007.
34- Fisher-Buttinger C & Vallaster C. Corporate branding and corporate reputation: Divided by a shared purpose?. In Reputation Management, Springer, Berlin, Heidelberg; 2011, 59-73.
35- Vallaster C & Kraus S. Entrepreneurial branding: growth and its implications for brand management. International Journal of Entrepreneurship and Small Business, 2011; 14(3): 369-390.
36- Lu ACC Gursoy D & Lu CY. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 2015; 50: 36–45.
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38- Shirzadi P & Ghouchani F. Investigating the effect of brand authenticity on brand trust. The 5th National Conference and the Third International Conference on Accounting and Management, 2015.
39- Manthiou A Kang J Hyun SS & Fu XX. The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 2018; 75: 38-47.
40- Fritz K Schoenmueller V & Bruhn M. Authenticity in branding – exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 2017; 51(2).
41- Lu ACC Gursoy D & Lu CY. Authenticity Perceptions, Brand Equity and Brand Choice Intention: The Case of Ethnic Restaurants. International Journal of Hospitality Management, 2015; 50: 36-45.
42- Eggers F O'Dwyer M Kraus S Vallaster C & Güldenberg S. The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 2013; 48(3): 340–348.
43- MossadeghRad AM & Joya T. Factors Affecting Patient Selection by a Specialist in Tehran. Razi Journal of Medical Sciences, 2017; 24(160): 62-72.
44- Yaghoubi M. Factors Affecting Patient Preference in Choosing a Hospital Based on Mixed Services Marketing Factors in Selected Hospitals of Isfahan in 2009. Isfahan University of Medical Sciences Research Plan, 2010.
45- Jalili S Aghaei K & Mahdavi A. Factors Influencing the Selection of Public or Private Hospitals from the Perspective of Non-Emergency Patients in Ardabil Province in 1391. Journal of Ardabil University of Medical Sciences, 2012; 14(4): 388-397.
46- Jannati A Dadgar E Gholizade M Alizade L & Khodayari MT. Investigating the Reasons for Choosing a Public or Private Hospital to Receive Health Care by Patients in Tabriz Hospitals in 1388. Sunrise Health, 2013; 21(1): 133-142.
47- Moayeri A Mahmoudi Gh & Mahmoudi F. Factors Affecting Patients' Preference in Choosing Medical Centers Based on Seven Marketing Mixed Factors in Iranian Hospitals. Journal of Ilam University of Medical Sciences, 2018; 26(1): 62-72.
48- Samei Nasr M Alavi M & Najafi M. Factors affecting brand choice from customer piont of view by factor analysis. Journal of Marketing Management, 2011; 10: 47-64. [In Persian]
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1- Beverland MB & Farrelly FJ. Designers and marketers: Toward a shared understanding. Design Management Review, 2011; 22(3): 62-70.
2- Grant J. The New Marketing Manifesto. New York: Thomson Texere; 1999.
3- Grazian D. Blue Chicago: The search for authenticity in urban blues clubs. Chicago, IL: University of Chicago Press; 2003.
4- Newman GE & Dhar R. Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 2014; 51(3): 371-386.
5- Eggers F O'Dwyer M Kraus S Vallaster C & Güldenberg S. The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 2013; 48(3): 340–348.
6- Gupta S Melewar TC & Bourlakis M. Transfer of brand knowledge in business-to-business markets: a qualitative study. Journal of Business & Industrial Marketing, 2010; 25(5): 395-403.
7- Balmer JM. Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding of Prince William and Queen Elizabeth II's Diamond Jubilee Journal of Brand Management, 2011; 18: 517-544.
8- Essoussi LH Merunka D & Bartikowski B. Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 2011; 64: 973–978.
9- Azizi, SH Jamali SH & Rezaei M. Investigation of the relationship among brand equity and brand and customer personality, Quarterly of new marketing research, 2012; 4(7): 63-81. [In Persian]
10- Brown S. Marketing – The retro revolution. London: Sage; 2001.
11- Burmann C & Schallehn M. Die Bedeutung der Marken-Authentizita¨t fu¨r die Marken-Profilierung. Bremen: University of Bremen; 2008.
12- Burmann C & Schallehn M. Konzeptualisierung von Marken-Authentizita¨t. Bremen: LiM; 2010.
13- Holt DB. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 2002; 29(1): 70-90.
14- Kapferer J. Strategic brand management: New approaches to creating and evaluating brand equity. London: Kogan Page; 1992.
15- Keller KL. Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ: Prentice Hall; 1998.
16- Aaker DJ. Leveraging the corporate brand. California Management Review, 2004; 46: 6–18.
17- Dunn M & Davis SM. Building the brand driven business: Operationalize your brand to drive profitable growth. San Francisco: Jossey-Bass; 2002.
18- Boksberger P Dolnicar S Laesser C & Randle M. Self-congruity theory: To what extent does it hold in tourism? Journal of Travel Research, 2011; 50(4): 454-464.
19- Alexander N. Brand authentication: Creating and maintaining brand auras. European Journal of Marketing, 2009; 43(3/4): 551-562.
20- Beverland MB. Brand management and the challenge of authenticity. Journal of Product and Brand Management, 2005b; 14: 460–461.
21- Beverland MB. The ‘Real Thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 2006; 59: 251–258.
22- Gilmore JH & Pine BJ. Authenticity: What consumers really want? Boston: Harvard Business School Press; 2007.
23- Rosica C. The authentic brand: How today’s top entrepreneurs connect with their customers. Paramus, NJ: Noble Press; 2007.
24- Leitch S & Davenport S. Corporate identity as an enabler and constraint on the pursuit of corporate objectives. European Journal of Marketing, 2011; 45: 1501–1520.
25- Gerzema J & Lebar E. The brand bubble: The looming crisis in brand value and how to avoid it. San Francisco: John Wiley & Sons; 2008.
26- Holt DB. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 2002; 29(1) 70-90.
27- Akbar MM & Parvez N. Impact of service quality, trust, and customer satisfaction on customer’s loyalty. ABAC Journal, 2009; 29: 24–38.
28- Chaudhuri A & Holbrook MB. The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 2001; 65: 81–93.
29- Delgado-Ballester E & Munuera-Alema´ JL. Rand trust in the context of consumer loyalty. European Journal of Marketing, 2001; 35: 1238–1258.
30- Tran Q & Cox C. Building brand equity between manufacturers and retailers. In Glynn, M. S., & Woodside, A. (Eds.), Business-to-business brand management: Theory, research and executive case studies exercises. Advances in business marketing and purchasing, 2009; 15: 115–194.
31- Yeung AC Cheng TC & Chan LY. From customer orientation to customer satisfaction: The gap between theory and practice. IEEE Transactions on Engineering Management, 2004; 51: 85–97.
32- Miranda R & Klement J. Authentic trust in modern business. The Journal of Wealth Management, 2009; 11(4): 29-47.
33- Arthur W. The authentic enterprise – An Arthur W. Page Society report. New York: Arthur W Page Society; 2007.
34- Fisher-Buttinger C & Vallaster C. Corporate branding and corporate reputation: Divided by a shared purpose?. In Reputation Management, Springer, Berlin, Heidelberg; 2011, 59-73.
35- Vallaster C & Kraus S. Entrepreneurial branding: growth and its implications for brand management. International Journal of Entrepreneurship and Small Business, 2011; 14(3): 369-390.
36- Lu ACC Gursoy D & Lu CY. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 2015; 50: 36–45.
37- Soltanisefat H. Investigating and testing the antecedents and consequences of brand authenticity (Case study: Golestan Brand). M.Sc. Dissertation, Islamic Azad University, Tehran Branch, 2016.
38- Shirzadi P & Ghouchani F. Investigating the effect of brand authenticity on brand trust. The 5th National Conference and the Third International Conference on Accounting and Management, 2015.
39- Manthiou A Kang J Hyun SS & Fu XX. The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 2018; 75: 38-47.
40- Fritz K Schoenmueller V & Bruhn M. Authenticity in branding – exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 2017; 51(2).
41- Lu ACC Gursoy D & Lu CY. Authenticity Perceptions, Brand Equity and Brand Choice Intention: The Case of Ethnic Restaurants. International Journal of Hospitality Management, 2015; 50: 36-45.
42- Eggers F O'Dwyer M Kraus S Vallaster C & Güldenberg S. The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 2013; 48(3): 340–348.
43- MossadeghRad AM & Joya T. Factors Affecting Patient Selection by a Specialist in Tehran. Razi Journal of Medical Sciences, 2017; 24(160): 62-72.
44- Yaghoubi M. Factors Affecting Patient Preference in Choosing a Hospital Based on Mixed Services Marketing Factors in Selected Hospitals of Isfahan in 2009. Isfahan University of Medical Sciences Research Plan, 2010.
45- Jalili S Aghaei K & Mahdavi A. Factors Influencing the Selection of Public or Private Hospitals from the Perspective of Non-Emergency Patients in Ardabil Province in 1391. Journal of Ardabil University of Medical Sciences, 2012; 14(4): 388-397.
46- Jannati A Dadgar E Gholizade M Alizade L & Khodayari MT. Investigating the Reasons for Choosing a Public or Private Hospital to Receive Health Care by Patients in Tabriz Hospitals in 1388. Sunrise Health, 2013; 21(1): 133-142.
47- Moayeri A Mahmoudi Gh & Mahmoudi F. Factors Affecting Patients' Preference in Choosing Medical Centers Based on Seven Marketing Mixed Factors in Iranian Hospitals. Journal of Ilam University of Medical Sciences, 2018; 26(1): 62-72.
48- Samei Nasr M Alavi M & Najafi M. Factors affecting brand choice from customer piont of view by factor analysis. Journal of Marketing Management, 2011; 10: 47-64. [In Persian]