Model za brendiranje zdravlja zasnovan na pristupu pružalaca usluga

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.