Analyze Marketing Factors Influencing the Desire to Choose a Hospital Brand

Subject Areas : medical documents

Arash Dehghan ¹ ( PhD Student in Entrepreneurship, Chalous Branch, Islamic Azad University, Chalous, Iran )
Mohammad Javad Taghipourian ² ( Assistant Professor of Business Management, Chalous Branch, Islamic Azad University, Chalous, Iran )
Sohiela Nazarpour ³ ( Assistant Professor of Health Management, Nursing Department, Chalous Branch, Islamic Azad University, Chalous, Iran )
Marzieh Gorji ⁴ ( Assistant Professor, Department of Accounting, Chalous Branch, Islamic Azad University, Chalous, Iran )

Received: 2020-01-15 Accepted : 2020-04-30 Published : 2020-05-21

Keywords: Brand Selection, Hospital, marketing, Brand, Brand Originality,

Abstract :

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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