Factors Influencing Growth or Decline of Brand Performance in the Healthcare Industry: a case study in Shiraz hospitals

Background: In the competitive healthcare market, maintaining and developing a market share is the result of brand performance. Therefore, studying factors influencing decline or growth of brand performance is an important topic in hospital marketing strategies.   Methods: The statistical population of this descriptive and applied study included individuals who received inpatient services during a ۹- month period (March, ۲۰۱۷ to December, ۲۰۱۷) at one hospital in Shiraz. Cluster and convenient sampling was done and ۳۹۶ ones were selected. The collected data were analyzed through Smart PLS software.   Results: Hospital brand value was to a large extent influenced by brand association, perceived quality, brand trust, relationship commitment, brand loyalty, reputation and social responsibility. Hospital reputation from the patients&#۳۹; viewpoint with an impact of ۰.۸۷۵ and patients’ loyalty to hospital brand with an impact of ۰.۸۴۳ had the most important roles in enhancing hospital brand value. The factor of brand specific value affected hospitals brand performance with impact of ۰.۸۴۲. Relative Goodness of Fit (GOF) equal to ۰.۹۲۵ and R squares equal to ۰.۸۳۹ for hospital brand value and ۰.۷۲۵ for brand performance indicated that this model was valid for measuring hospital brand value and performance.   Conclusion: Hospitals can improve their brand value and also other performance indicators through essential measures related to promotion of factors influencing the decline or growth of hospital brand performance such as service quality, association, trust, relationship commitment, loyalty, reputation and social responsibility.

کلیدواژه ها:

Brand ، performance ، Healthcare industry ، Hospital