Investigating factors affecting brand value and brand image in the hospital industry

Dissertation for receiving the master degree "M.A."

Treatment: "Marketing"

Abstract:

In this research, factors affecting brand value and brand image in the hospital industry have been examined. In this research, factors such as brand value, brand image, and factors affecting a successful relationship with customers include: trust, satisfaction, commitment, brand awareness, brand loyalty, and brand association.

The research method in terms of collecting descriptive information is considered as a survey type and applied research. In order to collect the information and data needed to check the research hypotheses, questionnaires (primary sources) and in addition books, articles, theses and databases are used as secondary sources. The collected information from the questionnaire was first entered into the SPS software for descriptive statistics and the Lisrel software was used for inferential statistics and the extraction of the confirmatory factor analysis model and the structural model. The statistical population of this research includes all the customers of five selected hospitals in Tehran and the sample size is 384 samples according to the time limitations and research facilities. It is related to the brand image. that the results of the data analysis confirm the positive and direct effect of these components to some extent, however, since the t value obtained for each of these components is a positive value, it can be more clearly claimed that the impact of some of these components has a positive effect.

Keywords: brand value, brand image, confidence, satisfaction, commitment, brand awareness, brand loyalty, brand association

Chapter One

General research

Introduction

Brand is very important. Much more important than you think. Most people, when they go to the store, say, Sir, give me a sandwich. Some people go further and say, sir, a sundis, gladis or behdis or. Give! While "Sundis" is the brand name of a juice producer. Or all of you have used the word Samsunt bag. The word Samsunt has no alternative at all and we have to read the bags of all companies with the name of Samsunt. For example, Samsunt Diplomat bag! While "Samsonet" itself is a company producing office bags. Some people, especially in the past, knew the tissue as Kleenex, not knowing that "Kleenex" is the brand name of the tissue manufacturer. Many examples of this can be given. (such as using the brand name "Tide" for all washing powders, using the word "Rika" for all types of dishwashing liquid, using "Senquik" for all types of orange juice, "Coca" for all types of soft drinks and dozens of other examples) What is the secret of the success of these companies that have been able to replace the name of their product with the main word of the product? Yes! Creating a brand name and adopting a written strategy for it is the key to the success of these companies. Of course, it should be noted that being the first is also very important. In other words, "being the first is more important than being the best".

This brand miracle has caused the rise and fall of many manufacturers. Those who chose a good brand name and did not allow their competitors to steal their first place are the most successful businesses in the world today. The fact that the brand has a value that exceeds the normal value of assets created by professional financial activities has led to a great deal of attention to brands in the service sector. Due to the special features of the brand in the service sector, branding in the hotel sector has been considered as a special feature that creates significant value. Therefore, many hotels are looking for brand development opportunities in order to gain more advantage from their current brand. These advantages include loyal customers, the ability to return quickly and face crises and increase the effectiveness of marketing communications (Keller, 2001, 14-19), building a strong brand in the market is the goal of many organizations. Financial experts are of the opinion that the brand can create more value than the conventional value.Today, the brand is no longer just an efficient tool in the hands of managers. Brand is a strategic requirement that helps organizations to create more value for customers and also create sustainable competitive advantages (Keller & Lane, 1993, 1-22). Successful brands increase trust in intangible products and services, and customers are able to better visualize and identify their services. Also, a high level of brand equity increases customer satisfaction, repurchase intention and loyalty level (Kim, Kim & Kang, 2008, 75-82). Ambro et al. [1] (cited by Kim et al. [2]) have stated that many efforts should be made in order to create and maintain customer-based brand equity in order to identify the importance of customer value for companies. Therefore, measuring customer-based brand equity is vital in brand marketing. Customer relationship is one of the appropriate ways to grow and develop and increase brand value. Also, in order to increase the level of brand loyalty and brand equity and meet the needs of customers in the service sector, relational marketing activities can be used. used to increase the interests of customers. Relationship marketing is based on customer satisfaction, positive word-of-mouth advertising, and the customer's evaluation of interactions with customers, such as warmth and humility The effect of brand value on brand image.  And since there is not much advertising in the hospital industry in Iran, the best way to check the brand is through communication with the customer and their [3]CRM systems.

1-2- The importance and necessity of conducting research:

In today's world, most businesses tend to become service oriented. And today's economy is mostly based on the service industry. These services include hotel, tourist, insurance, educational, transportation, medical, consulting, legal, bank, etc. pointed out But despite the fact that the service sector is the dominant part of today's markets, less attention has been paid to the brand in this field. In general, the importance and necessity of the issue can be explained as follows: 1-2-1- Examining the impact of the service brand on customer loyalty: Since services are intangible and intangible, it will be necessary to investigate the impact of the brand as a suitable tool on customer loyalty, because after that customer loyalty has many advantages that make the company profitable, among these advantages, the following can be mentioned:

Decreasing customer acquisition costs, paying a higher price for services provided by loyal customers, benefits from customer lifetime value, positive performance through increasing predictive power, increasing barriers to the entry of new competitors, loyal customers act as marketing agencies for the company.

1-2-2- Importance of branding in the field of services:

While branding in the field of physical goods has always been of interest and has been the subject of various researches. given, but less attention has been paid to it in the field of services. For example, in the field of educational services for students, many advertisements are made by these educational institutions, and the number of these institutions and higher education is large, and managers can adopt appropriate strategies by building a strong brand in this field and examining its impact on the mentality and behavior of customers. Or, for example, in the case of medical services, since the number of private hospitals is increasing and the customer has to pay more for the service, then the choice of the hospital becomes very important for him, and a kind of competition between hospitals is created, which ultimately can provide a basis for the success of a hospital is having a competitive advantage, which may be the brand of the hospital, the quality of the services provided, etc., which as a result affects the behavior and attitude of the customer. Another important and prosperous service industry in the country is the insurance industry. May it be used by almost all sections of the society at all ages, the number of chain restaurants is increasing day by day due to the increase in people's use of fast food.