دانلود رایگان مقاله انگلیسی اعتماد و تصویر ذهنی از برند: اثرات آن در رضایت مشتری - امرالد 2017

Introduction

Increasing and pervasive technological advancement, particularly in the healthcare sector, makes marketing and brand development essential. Healthcare advancements and economic development are closely linked, and achieving one in the absence the other is not possible (Ramani and Dileep, 2006). Numerous high-quality services and brand variety, and increased customer awareness about service selection, stimulate service providers to either create powerful brands or increase their customer satisfaction. Branding plays a key role in a firm’s services, increasing customer trust (Berry, 2000), enabling customers to better visualize service products (Kim et al., 2008), acting to differentiate among competitive products (Motameni and Shahrokhi, 1998) and delivering value to customers. These influencing factors contribute to value-making (Bamert and Wehrli, 2005). Healthcare services are among the most important personalized provisions that consumers experience (Kemp et al., 2014). In response to this growing challenge, managers in pre-eminent healthcare centres, including the Mayo and Cleveland Clinics, Johns Hopkins, Memorial Sloan-Kettering and Massachusetts General Hospitals enhanced their efforts to reinforce their brands (Thomaselli, 2010). A brand acts as a promise to consumers, implying that staff provide the healthcare required (Kemp et al., 2014).

Discussion, conclusion and recommendations

We aimed to investigate brand trust and brand image effect on customer satisfaction after using healthcare services. Significant medical developments and improvements reflect distinguishing differences among healthcare centers. Experts mentioned that patients were eager to receive the best and fastest healthcare services. Patients tend to spend money and time, and travel long distances to receive treatments. To receive the best treatment, they tend to gather information on hospitals and medical centers. Receiving proper services is important for patients and is directly associated with their lives, which explains why not all healthcare centers or hospitals are favored by patients. Patient choice is influenced by several medical services and hospital treatment processes, staff, physical setting and layout. Patient sensitivity while choosing the most appropriate medical centers has imposed heavy duties and commitments on hospital/medical center staff to offer the best and fastest services. Therefore, managers must protect, develop and improve their brands to secure their survival, ensure patient satisfaction and to enhance their services.