بررسی تأثیر مسئولیت اجتماعی بر ارزش ویژه برند بیمارستان(مطالعه موردی: بیمارستان شهید صدوقی یزد)

Introduction: In recent years, it is widely believed that one of the most valuable assets of organizations, is the brand of their products /services. Brand value is a reflection of their social responsibility leading not only to the improvement of their status quo but also to the enhancement of their special brand value. Methods: This is an applied study in which a population of 561 employees working in Shahid sadoughi Hospital of Yazd was included. Stratified random sampling was used to select a sample of 250 of staff. Data were collected by a questionnaire and then were analyzed by LISREL 8.72 using confirmatory factor analysis and structural equation modeling technique. Data analysis was used to confirm the relationships between variables. Results: The findings showed that social responsibility in the dimensions of community, customers and the environment had a significantly positive effect on perceived quality. Social responsibility in the dimension of community had a significant impact on brand associations. Social responsibility also had a significant effect on brand awareness in employees and environment dimensions. Moreover, the relationship between perceived quality and brand associations with brand loyalty was confirmed. Conclusion: It is essential for hospitals to give priority to social responsibility for maintaining their position in society, survival, and success in the work.