Hospital Brand Research Articles

The Effects of Brand Image and Brand Trust on Patients Satisfaction: An Application of Private Hospitals in Dhaka City of Bangladesh

This study examines the effects of brand image and trust on patients’ satisfaction with private hospitals in Dhaka, Bangladesh. This study is a Quantitative research. For collecting the data, the sample size is 359 patients selected via purposive sampling sing survey questionnaires on eight top-listed branded private hospitals in Dhaka. For analysing the goals, multiple data analysis methods were performed, such as demographic analysis, descriptive analyses, and reliability tests via SPSS, while correlation and hypothesis tests were performed using CFA and SEM with AMOS software. The results of this study show higher reliability for both brand image and brand trust, which indicate a positive relationship with patients’ satisfaction. Through enhancing private hospitals' brand image, brand trust can be applied to assist a positive image and establish marketing tactics to continue existing and appeal to new patients to create a profitable business. Furthermore, in confirming academic results from this study, policymakers should value brand image and brand trust marketing as they can advance the private hospital’s business globally. Keywords: Patient Satisfaction, Hospitals Brand Image, Hospital Brand Trust.

Experiential Marketing to Increase Brand Trust and Loyalty of Non-Insurance Patients in the Outpatient Unit of the Army Hospital in Malang East Java, Indonesia

Purpose: The aim of this study is to determine how experiential marketing and brand trust affect general patient loyalty in the outpatient section of the Army Hospital in Malang. Theoretical Framework: The competitiveness of the health industry is increasing so that hospitals must make marketing efforts to create loyal patients, which is expected to affect visit rates. Patient impressions and experiences, as well as consumer trust in hospital brands, are important considerations. Design/methodology/approach: An analytic observational design with a cross-sectional study approach was used to analyze data collected at the Outpatient Unit from April to May 2022 involving outpatient unit patients as participants. By using convenience sampling, 255 people were selected. SmartPLS 3.0 is given to assess the results of research data. Findings: The results of the study revealed a positive and significant effect of experiential marketing on loyalty (dc 0.225), a positive and significant effect of brand trust on loyalty (dc 0.686), a positive and significant effect of experiential marketing on brand trust (dc 0.819), and a positive and significant effect of experiential marketing on general patient loyalty via a brand trust (ic 0.562). Research, Practical & Social implications: The implicative suggestion from this study is that that hospitals must always improve marketing, increase the competence and experience of human resources so that the trust and loyalty of non-insured patients in the Army Hospital outpatient unit will increase. Originality/value: The value of this study focuses on analyzing the factors that are considered relevant to influence the decision to visit, namely marketing management, experience, and patient trust. The novelty in this study lies in the object study are in non-insurance patients, and the research site the Army Hospital, using the Structural Equation Modeling (SEM) approach with the Partial Least Square (PLS) method. The results of this study are expected to contribute to the development of marketing science, especially in the field of hospital management.

Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise

Studying brand love is vital for hospitality establishments because it helps them understand their customers’ feelings and perceptions toward their brands, especially with the growing number of hospitality brands. However, previous hospitality research has neglected the relationship between customer value and brand love. Therefore, this study investigates the influence of customer value on brand love of fast-food restaurants with a moderating role of electronic word of mouth. The research model was empirically evaluated on 385 fast-food restaurant brand customers in Greater Cairo, Egypt, who had previously participated in restaurants’ online communities. We used structural equation modeling to examine the research data. Results indicated that customer value is crucial in increasing brand love sub-dimensions (i.e., intimacy, passion, and commitment). The results also confirmed that the utilitarian value affects more than the hedonic value of brand love sub-dimensions, and the latter significantly impacted customer loyalty. In addition, electronic word of mouth moderated the relationship between the two types of customer value and brand love sub-dimensions. Hence, the current study adds a new factor (i.e., customer value) that affects the brand love of restaurants to the hospitality literature. Accordingly, the study will present several practical implications to increase customer value and, thus, brand love and customer loyalty.

When hospitality brands go green: the role of authenticity and stereotypes in building customer-green brand relationships

Drawing on the logic behind customer-brand relationships, this study presents a model outlining the role of brand authenticity in the context of green hospitality brands. A cross-sectional survey was administered to 352 Korean consumers who visited green hospitality premises. The results indicated that functional qualities and stakeholder involvement are essential to building perceived green brand authenticity. The study supported that an authentic green brand is instrumental in increasing customer beliefs about its warmth and competence. Surprisingly, the results showed that evaluating a green brand as warm is the key to building green brand trust, while found a non-significant influence of green brand competence on green brand trust. This study also provided evidence that when green brand trust is formed, its effect on both green brand love and green brand identification is noticeable, which then translates into green brand choice. Overall, this study enriches the significance of the perception of green brand authenticity in fostering a favorable relationship between customers and green brands. In green brand management, brand stereotypes play a dual role in the brand choice formation. Furthermore, contextually induced green stimuli, which include operations, employee behavior, and customer engagement, are required to influence customer perception of green brand authenticity.

Assessing consumer preferences on halal service: the emergence of Sharia hospitals for Muslim consumer

PurposeThis study aims to examine customer preferences toward Sharia hospitals and to provide a new viewpoint by looking at consumers’ perspectives on choosing health-care services. Despite the growing demand for halal products, halal services, particularly hospital and Sharia-based health-care services, receive very little attention in the literature compared to other Sharia-type services such as Sharia banking, insurance or even hospitality. Previous research on health care discussed under the Sharia perspective mainly focused on service quality, directing discussions to the service providers’ perspectives.Design/methodology/approachThis study uses choice-based conjoint analysis to examine customer preferences toward Sharia health-care service. There are five attributes with three levels each. To reduce respondent fatigue, the authors used SPSS Orthoplan to generate an orthogonal factorial design, which resulted in 21 choice cards. Cross-sectional data were collected from an online survey using a platform from Populix, an independent panel survey provider, to ensure no sample selection bias. A total of 270 responses were obtained to represent Muslim populations across Indonesia.FindingsThe results showed that the highest preference is highly rated to the familiarity and certification of the hospital brand that implies trust and guarantees to add value with the existence of halal certification for hospitals. In addition, this study revealed that Sharia services have higher positive signals over the physical infrastructure in determining preferences. On the other hand, add-on components that support the integration of other halal industries, such as halal culinary tourism, halal tourism and integration with transportation and halal accommodation, are still minor in the current preference.Originality/valuePrevious research on health care discussed under the Sharia perspective mainly focused on service quality, which directs the discussions to the service providers’ perspectives. This study provides a new point of view by looking at consumers’ perspectives about their preferences and decisions to choose a Sharia hospital.

DETERMINANT OF LOYALTY OF EXECUTIVE CLASS PATIENTS AT AMBULATORY SERVICES AT SILOAM HOSPITALS TB SIMATUPANG DURING COVID-19 PANDEMICS

Business competition in the health industry is getting tighter, especially since the COVID-19 pandemic has significantly decreased patient visits. This study aims to determine the determinants of executive patient loyalty at the Siloam Hospitals TB Simatupang outpatient installation during the COVID-19 pandemic era. This research is quantitative research with an observational research design. The study population consisted of 520 patients with a sample of 84 patients with research instruments using a questionnaire. The results of the study stated that most respondents were loyal to services at the executive clinic, with an NPS of 50%. Customer satisfaction, service quality, perceived value, trust, hospital brand image, and commitment significantly and positively affect executive patient loyalty. Specifically, the commitment variable has a direct influence on loyalty. Customer satisfaction, service quality, trust, hospital brand image, and OCB indirectly affect loyalty. Commitment (0.865) is the most influential variable on patient loyalty. Furthermore, the variables customer satisfaction (0.541), trust (0.484), service quality (0.425), OCB (0.249), hospital brand image (0.107) respectively also have a degree of influence on patient loyalty.

The effect of face on consumer responses to socially responsible hospitality brands: the role of consumption setting

PurposeThis study examines the effect of face on consumer responses to socially responsible hospitality brands and the influence of the consumption setting. Based on the literature on face concern, the consumption setting is expected to influence the effect of face on consumer responses to socially responsible brands.Design/methodology/approachAn experimental design with face concern (low vs high) under two consumption settings (private vs public) was adopted for a fictitious hotel involved in community service. To test this design, 360 participants were recruited.FindingsThe results showed that face positively affected consumer responses to socially responsible hospitality brands. Consumers with a high (vs low) level of face concern had higher purchase intention and a greater propensity to spread positive word-of-mouth for hospitality brands with strong corporate social responsibility (CSR) associations. In addition, the favorable effect of face concern on consumer responses was more pronounced in a public consumption setting than in a private consumption setting.Practical implicationsHospitality service managers could strengthen the physical evidence of CSR brands during service encounters. This strategy would be more effective for consumers who have a high level of face concern and lead to an increase in revisit intention.Originality/valueThis study highlights the effect of face on consumer responses to CSR brands and the influence of the consumption setting. Managerial implications for hospitality service managers regarding communication and brand management strategies are discussed.

The Effect of Patient Satisfaction on Patient Loyalty Mediated by Patient Trust and Hospital Brand Image at the Jakarta Education Dental and Oral Hospital

This study aims to find out and analyze "The Effect of Patient Satisfaction on Patient Loyalty mediated by Patient Trust and Hospital Brand Image at Jakarta Educational Dental and Oral Hospital". The data collection technique method uses non-probability sampling with a purposive sampling method. The data was collected directly from a sample that had adjusted the criteria and disseminated through a questionnaire to 250 respondents using a Likert scale of 1-5 where 1 showed strong disapproval, while 5 indicated strongly agreed. The statements in this study consisted of 25 statements obtained from four variables, namely patient satisfaction, patient loyalty, patient trust, and hospital brand image. The questionnaire is distributed through Google Forms. The analytical methods used in this study are Partial Least Square (PLS) and Structural Equation Model (SEM). The results of this study show that patient satisfaction has a positive influence on patient loyalty, patient satisfaction has a positive influence on patient trust, patient trust has a positive influence on patient loyalty, patient satisfaction has a positive influence on hospital brand image, Hospital Brand Image has a positive influence on patient loyalty, patient satisfaction has a positive influence on patient loyalty mediated by patient trust, patient satisfaction has a positive influence on patient loyalty mediated by Hospital Brand Image.

The Influencing Factors of Customer Experience And Its Effect On Brand Equity In Seto Hasbadi Hospital Bekasi

<div><p><em>As consumers of health services, patients are increasingly aware of their rights and demand quality health services. The high quality of hospital services is expected to lead to satisfaction and positive patient experiences, which can positively affect the hospital's brand. Brand equity is a precious hospital asset to face a competition between hospitals. Seto Hasbadi Hospital faces stiff competition in Bekasi City with 40 other hospitals. In this study, Seto Hasbadi Hospital wanted to find out how the marketing activities affect the customer experience, which affects the Customer-Based Brand Equity (CBBE). This research uses marketing variables: physical environment, interpersonal care activity, technical process, administrative process, core services, service communication, access convenience, social responsibility, customer experience, and customer-based brand equity (CBBE). The number of samples in this study was 376 respondents with data analysis using Structural Equation Modeling with SmartPLS software. Marketing activities that positively and significantly impact customer experience are the physical environment, access, convenience, and social responsibility. The customer experience variable positively and significantly affects the Customer-Based Brand Equity variable. Because the R square value of the Customer-Based Brand Equity is very small, further research can look for other factors that can affect the brand equity of Seeto Hasbadi Hospital</em><em></em></p></div>

Hotel general managers' brand love: A thematic analysis with general managers in the U.S.

Although previous literature has identified support from top managers as one key success factor in internal branding, a knowledge gap remains regarding understanding general managers' (GMs') mindset toward their brands. Focusing on brand love, a construct identified as the highest degree of human-brand relationship, this study conceptualizes brand love and explores factors influencing brand love identified through interviews with fourteen hotel GMs in the U.S. Thematic analysis is applied with three raters to code the information collected. This study identifies five dimensions of hotel GMs' conception of brand love: affinity, experience, pride, loyalty, and reputation. Four dimensions of positive factors (employee benefits, organization, product, community) and four dimensions of negative factors (individual, organization, product, guests) emerged with several sub-dimensions. Findings of this study contribute to knowledge creation in hospitality branding literature as well as implications for hotel corporate-level human resource (HR) managers on planning GM-related HR programs.

The Relationships Between Patient Experience with Nursing Care, Patient Satisfaction and Patient Loyalty: A Structural Equation Modeling.

When creating and managing patient loyalty, medical institutes always focus on medical technicians, overall healthcare quality, and hospital brands, and the role of nursing seems to be underappreciated. Empirical evidence about the relationship between patient experience with nursing care and patient loyalty is limited, especially in the Chinese healthcare system. This study aimed to explore to what extent patient experience with nursing care influences patient loyalty to the hospital and the impact routes. This study is a multicenter cross-sectional survey. The STROBE was selected as the checklist in this study. Patient experience with nursing care, patient satisfaction and patient loyalty were collected from 1469 inpatients in three hospitals in China through a paper-based survey. Data were analyzed using SPSS and AMOS software; a structural equation model was established to explore the effect of patient experience with nursing care and satisfaction on patient loyalty using the PROCESS macro. There were significant direct and indirect effects between patient experience with nursing care and patient loyalty, explaining 32.0% of patient loyalty variance. Patient experience with nursing care had a direct and positive impact on patient loyalty (β=0.298, P<0.01), and better patient experience with nursing care was directly associated with better patient loyalty. In addition, the results also revealed the effect of patient experience with nursing care on patient loyalty was partially mediated by patient satisfaction with nursing care and overall hospital services (β=0.162, P<0.01). This study confirmed the importance of nursing care in creating patient loyalty; improving the patient experience with nursing care would be beneficial to patient loyalty. When creating patient loyalty, hospital administrators and nursing managers should make efforts to develop positive patient experience of nursing care in daily clinical practice through organizational changes, culture shaping and staff education.

Effects of Ethnocentrism on International Hospitality Brands: A Cross-Country Study of Starbucks

Ethnocentrism is anticipated to have a growing impact on international hospitality brands, but current understandings of its effects is limited. Using the traditional, unidimensional conceptualization of ethnocentrism, prior hospitality research concluded that ethnocentrism drives people to favor domestic over foreign brands. This study proposes a model wherein ethnocentrism’s emotional and cognitive dimensions influence perceptions of international brands through separate direct and indirect mechanisms, which vary between the brand’s domestic and foreign markets. The model was assessed using multigroup analysis of perceptions of Starbucks in two samples of 186 and 235 consumers from the United States and Italy, respectively. The findings highlight that ethnocentrism’s emotional and cognitive dimensions have positive and negative effects, respectively, on brand image in the domestic market (United States) and vice versa in a foreign market (Italy). In the foreign market, ethnocentrism influences brand image only indirectly. The study concludes with implications for brand managers.

Hospital Online Branding During the Pandemic: A healthy change in India

The COVID-19 pandemic has changed the way brands communicate to their potential and current customers. This paper uses a multimethod approach to specifically study nine corporate Indian chain hospital brands and their online social media presence during COVID-19. The authors sought to decipher the implicit information gained from Facebook pages and conducted a qualitative study with NVivo 12.3. to understand online branding activity over a year, which was for six months pre-COVID-19 and the first six months during COVID-19. This study corroborated these findings through qualitative interviews with six marketing managers from these brands and thus triangulated the findings. The objective of this paper is to understand these changes, and this will pave the way for the country's smaller hospitals that are yet to delve into Social Media Marketing.

Boycotting Asian restaurants: The effect of mortality salience, contagion name, and media exposure on boycotting

During the pandemic, many Asian-related hospitality businesses have been experiencing an uptick of discriminatory boycotting from customers. However, due to the scarcity of pandemics, little is known about how the pandemic influences customers’ xenophobic boycotting responses towards ethnic-related hospitality brands. To address literature gaps, grounded in the terror management theory, the present study investigates the effects of mortality salience on brand boycotting via anxiety under the influence of the different contagion names and media exposure. The result of Study 1 demonstrated a significant three-way interaction effect of mortality salience (low vs. high), contagion name (country name vs. scientific name), and media exposure (low vs. high) on anxiety. The finding of study 2 further suggested that anxiety mediated the relationship between the three-way interaction effect and the brand boycott. The theoretical and practical implications are discussed.

Driving consumer engagement on hospitality brands’ Facebook pages

ABSTRACT In today’s marketing environment, engaging consumers through Facebook pages has become a crucial task for hospitality and tourism marketers. Building upon the Uses and Gratifications framework, this study explored various consumer engagement behaviour on hospitality brands’ Facebook pages and examined consumers’ motivations associated with their engagement behaviour. The study identified seven motivation factors: information, social integration, personal identity, brand interaction, entertainment, empowerment and remuneration. The results of multiple regression showed that brand interaction and information had the strongest impacts on consumer engagement, whereas personal identity and remuneration were not significantly associated with any type of the engagement behaviour. The findings of the study offer valuable insights on developing effective social media engagement strategies.

Trash bin for medical smart waste as entrepreneurs Da’wah output and Islamic work professionalism implementation

Entrepreneurs Da'wah is related to success in business which cannot be separated from religious life. Doing business does not mean greedy and does not like to accumulate or live happily. The attitude of a religious businessman is part of the elements of upholding da'wah. At the practical level, da'wah is to realize Islamic teaching activities by doing good, preventing evil deeds, giving warnings and giving good news. This study focuses on the problem of building a corporate ladder, marketing strategy, human resource development, and the meaning of work. The company ladder from the beginning of the healthcare business. Healthcare businesses are now adjusting to a new reality where bargaining power has shifted to consumers. Consumers now play a key role in the commercialization process, making them important stakeholders to meet their needs. Health business reforms have convinced consumers to make protection a bigger priority than ever since the COVID-19 pandemic escalated around the world. Health care businesses in Indonesia are no exception, must increase their brand trust, because of the great responsibility to protect consumers from COVID-19 prevention, and brand trust also gives added value to the hospital brand itself.

Examining the impacts of “local” concessions at major league baseball stadiums

ABSTRACT Sports stadiums represent important hospitality entities that generate billions and act as both powerful memorials of and contributors to place and destination image for visitors and locals alike. With increasing entertainment competition and waning fan attendance, many sport facilities are elevating gastronomic options available at events by integrating local foods, drinks and hospitality brands into concession environments, particularly as concessions are a central source of revenue for many sport entities. The use of local in this capacity is often viewed as beneficial — satisfying fans’ expectations for unique experiences and tastes. However, the neolocal practice of integrating local eateries and watering holes into stadium concession environments may have other unanticipated impacts outside the facility or venue, potentially limiting the values and benefits typically associated with neolocalism. Despite the popularity of concessions at sporting events, these aspects of the gastro trend have received little scholarly attention. Thus, this study sought to examine the relationship between local and sport concessions using a deconstructive approach to explore the phenomena in major league baseball (MLB). Data collected at four MLB games at four different stadiums in 2019, utilising a case study methodology, revealed that the concessions now offered enhanced the visitor experience whether through nostalgia or perceived insight into the host city’s culinary scene. Yet, when deconstructed, the local foods and drinks, through hospitality vendors within sport concession experiences may undermine in some ways the values and benefits associated with neolocalism.

Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust

In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.

Consumer or Patient Determinants of Hospital Brand Equity-A Systematic Literature Review.

The purpose of this study was to analyze consumer or patient determinants of hospital brand equity (HBE) based on the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) Statement. A search of six databases: Scopus, Web of Sciences, PubMed, Google Scholar, Ebsco, and Elsevier was conducted. A search for studies published up to January 2022 was performed between 15 February and 5 March 2022. Article type, peer-reviewed papers, and studies based on empirical research were used as inclusion criteria. Non-English language papers, dissertations, short reports, works in progress, conference publications, and book chapters were excluded. As a result, a final set of 32 studies were selected for the analysis. Three research questions were formulated on the main determinants of HBE, brand-related factors, and specific medical-related factors. The studies included in the systematic literature review were analyzed in three areas: study description, key findings, and practical recommendations. Among the traditional HBE factors, brand loyalty has been analyzed most often, and the following have also been studied: perceived quality, brand associations, brand awareness, and brand image. Patient satisfaction, service quality, perception of the treatment process, and the work of medical staff were found to be specific medical-related factors. Other factors related to the management process, brand, and patients were also identified. It was noted that the number and variety of medical and other determinants of HBE have increased in recent years. The results of this systematic literature review are relevant to the analysis of consumer/patient behavior in choosing a hospital or other health care facility as they provide a deeper understanding of the increasingly differentiated needs of patients and the way in which the quality of health care services is evaluated.

Relationship between Patient Satisfaction and Hospital Brand Image: A Meta-Analytic Study

Aims: In this meta-analytic study, the relationship between satisfaction and brand image variables was investigated from the perspectives of patients and hospitals. &#x0D; Methods: After our review of the literature which covered 2010 and 2021, 19 studies that met the inclusion criteria were analyzed with the meta-analysis method. The Comprehensive Meta-Analysis package program was used in the analysis of the data. &#x0D; Findings: The total number of the participants in the samples within the scope of the studies was 6,038. It was determined that 100% of the studies were published as articles, 68.4% were in English, and while 31.6% were published between 2010 and 2015, 68.4% were published between 2016 and 2021. According to the random effect model, a statistically significant, positive and strong relationship (r: ~0.50) was determined between patient satisfaction and hospital brand image variables. &#x0D; Conclusion: In other words, it was revealed that of the patients who were satisfied with the results of the health service they received, those whose satisfaction level was high perceived the brand image of the hospital more successfully. In this context, it can be recommended that hospital administrators who want their hospitals' brand image to be perceived by health service recipients as high should attach more importance to patient satisfaction.