Role of service quality, trust and loyalty in building patient-based brand equity: Modeling for public hospitals

ABSTRACT

In the current competitive situation, hospitals are seeking to keep their position among patients. This study aimed to find factors influencing on the brand equity of hospitals.in the cross sectional study, Firstly, the factors affecting the brand equity were identified Subsequently, by holding the panel of experts, the effective factors were taken into account After standardization, the questionnaire was given to 450 admitted patients in Qazvin's hospitals. Finally, the causal relationship between the variables was evaluated using the Structural Equation Model (SEM) on AMOS22 software, with a significant level of 0.05. Analysis of findings revealed all fit indices were in an acceptable level. The path coefficient between brand trust and brand loyalty with brand equity was positive (t > 1.96). Study result is necessary for hospitals to prioritize attention to dimensions and factors affecting brand equity in order to maintain their place in society and provide effective services

KEYWORDS:

• Patients
• brand equity
• hospital
• structural Equation modeling
• service quality‌

Disclosure statement

No potential conflict of interest was reported by the author(s).

Ethical approval

The present study was approved by ethical committee Qazvin University of Medical Sciences (ethics code IR. QUMS. REC.1397.165). Thus, the authors find it incumbent to appreciate the managers and all the staff members who offered their sincere contributions to this article.

Additional information

Notes on contributors

Rohollah Kalhor

Rohollah Kalhor, PhD, Associated professor of health service management, Social Determinants of Health Research Center, Research Institute for Prevention of Non Communicable Diseases, Qazvin University of Medical Sciences, Qazvin, Iran. His research interests include: human resource management, performance evaluation, Financing Medical service.

Omid Khosravizadeh

Omid Khosravizadeh, PhD, Assistance professor of health service management, Social Determinants of Health Research Center, Research Institute for Prevention of Non Communicable Diseases, Qazvin University of Medical Sciences, Qazvin, Iran. His research interests include: human resource management, healthcare marketing, hospital branding.

Mohammad Zakaria Kiaei

Mohammad Zakaria Kiaei, PhD candidate in health service management, Social Determinants of Health Research Center, Research Institute for Prevention of Non Communicable Diseases, Qazvin University of Medical Sciences, Qazvin, Iran. His research interests include: Hospital Management, Health Promotion, performance evaluation.

Saeed Shahsavari

Saeed Shahsavari, PhD student in Biostatistics, Department of Epidemiology and biostatistics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran. His research interests include: Structural Equation Modeling, Interrupted time series analysis.

Mohammad Badrlo

Mohammad Badrlo, Master of health service management, Student Research Committee, Qazvin University of Medical Sciences, Qazvin, Iran. His research interests include: Nursing, Hospital Branding, Hospital emergency.