A model for health branding based on a service providers approach

IF 0.3 Q3 MEDICINE, GENERAL & INTERNAL Acta Facultatis Medicae Naissensis Pub Date : 2022-01-01 DOI:10.5937/afmnai39-33887
M. Talarposhti, Ghahraman Mahmoudi, M. Jahani
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Abstract

Introduction/Aim: A strong brand reduces costs, increases customer satisfaction with the quality of services and the effectiveness of services. Therefore, this study was conducted to present a model for health branding with a service providers' approach. Methods: This qualitative-quantitative study was conducted in 2020. The statistical population of the study was selected for the qualitative stage and included 20 academic and organizational experts using the Delphi technique and the quantitative stage included 415 service providers of the staff health centers. The validity of the questionnaire was confirmed by face, content, construct validity and its reliability was confirmed by Cronbach's alpha of 0.96. Quantitative data were presented by EQS software version 6.1 with confirmatory factor analysis and using structural equations. Results: The results of factor structure in healthcare branding based on six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes based on the perspective of service providers (CFI = 0.9, TLI = 0.8, RMSEA = 0.08, SRMR = 0.05) had a good fit and the internal consistency of the items reached significant levels. Conclusion: To take an effective step in health branding, one can achieve competitive advantage and provide high-quality and profitable health services with the help of service providers through adopting and strengthening competitive position, equity, accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship.
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基于服务提供者方法的健康品牌模型
简介/目的:一个强大的品牌可以降低成本,提高客户对服务质量和服务有效性的满意度。因此,本研究旨在以服务提供者的方式提出健康品牌模式。方法:本研究于2020年进行定性定量研究。采用德尔菲法选取定性阶段的统计人群,包括20名学术和组织专家;采用定量阶段的统计人群,包括415名员工健康中心的服务提供者。问卷的效度通过面孔效度、内容效度、结构效度来证实,信度通过Cronbach’s alpha值为0.96来证实。定量数据采用EQS软件6.1版,采用验证性因子分析和结构方程。结果:基于竞争地位、品牌资产、品牌可及性、客户与市场心目中品牌巩固、品牌策略、消费者与品牌关系6个主题的医疗保健品牌要素结构与基于服务提供者视角的19个子主题(CFI = 0.9, TLI = 0.8, RMSEA = 0.08, SRMR = 0.05)的拟合结果良好,且项目内部一致性达到显著水平。结论:健康品牌化的有效步骤是通过采取和加强竞争地位、公平性、可及性、客户和市场心目中的品牌巩固、品牌策略和消费者-品牌关系,在服务提供者的帮助下获得竞争优势,提供高质量、高收益的健康服务。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Acta Facultatis Medicae Naissensis
Acta Facultatis Medicae Naissensis MEDICINE, GENERAL & INTERNAL-
CiteScore
0.70
自引率
0.00%
发文量
13
审稿时长
12 weeks
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