نقش بهبود کیفیت خدمات در ارتقای عملکرد برند در بیمارستان‌های شهر تهران

Background and Aim: In recent years, the growing importance of health care has led to a focus on improving the quality of services, and healthcare centers have paid attention to it as a strategic competitive advantage. The aim of this study was to investigate the role of improving the quality of services in the promotion of brand performance in healthcare industry.  Materials and Methods: In this study, 392 patients of Tehran hospitals were selected through cluster sampling. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used for data analysis. Also, to compare public and private hospitals, independent samples t-test was used. Results: Research findings indicate that the desirable quality of services has a significant positive effect on brand equity; and brand equity has a meaningful effect on brand preference, repurchasing and brand performance. Moreover, brand preference has a significant effect on brand performance and the decision to repeat purchasing. In the end, the meaningful effect of repurchasing decision on brand performance in healthcare industry was confirmed.  Conclusion: According to the results, it can be stated that considering healthcare improvement plans, hospitals can enhance their brand among many healthcare centers. This entails both the promotion of community’s health and the increase of profitability.