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2022, vol. 39, br. 3, str. 347-360
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Model za brendiranje zdravlja zasnovan na pristupu pružalaca usluga
A model for health branding based on a service providers approach
aIslamic Azad University, Sari Branch, Department of Medical & Health Services Administration, Sari, Iran bIslamic Azad University, Sari Branch, Hospital Administration Research Center, Sari, Iran cBabol University of Medical Sciences, Health Research Institute, Social Determinants of Health Research Center, Babol, Iran
e-adresa: ghahraman.mahmoodi@gmail.com
Sažetak
Uvod/Cilj. Snažan brend smanjuje troškove, povećava zadovoljstvo kupaca kvalitetom i efikasnošću usluga. Stoga je ovo istraživanje sprovedeno kako bi se predstavio model za brendiranje zdravlja sa pristupom pružalaca usluga. Metode. Ova kvalitativno-kvantitativna studija sprovedena je 2020. godine. Statistička populacija studije odabrana je za kvalitativnu fazu koja je uključivala 20 akademskih i organizacionih eksperata koristeći Delfi tehniku, dok je kvantitativna faza obuhvatila je 415 pružalaca usluga zdravstvenih centara. Validnost upitnika potvrđena je validnošću lica, sadržaja i konstrukcije, a njegovu pouzdanost potvrdio je koeficijent Kronbahova alfa od 0,96. Kvantitativni podaci predstavljeni su pomoću EQS softvera, verzija 6.1, sa potvrdnom faktorskom analizom i korišćenjem strukturnih jednačina. Rezultati. Rezultati faktorske strukture u brendiranju zdravstvene zaštite zasnovani na šest glavnih tema: konkurentne pozicije, jednakosti brenda, pristupačnosti brenda, konsolidacije brenda u svesti klijenata i na tržištu, strategijama brendiranja; i odnosu potrošača i brenda sa 19 podtema zasnovanih na perspektivi pružalaca usluga (CFI = 0,9; TLI = 0,8; RMSEA = 0,08; SRMR = 0,05) dobro su se uklapali, dok je unutrašnja konzistentnost stavki dostigla značajne nivoe. Zaključak. Da bi se napravio efikasan korak u brendiranju zdravlja, treba dostići konkurentsku prednost i pružiti visokokvalitetne i profitabilne zdravstvene usluge uz pomoć pružalaca usluga usvajanjem i jačanjem konkurentske pozicije, pravičnosti, pristupačnosti, konsolidacije brenda u svesti klijenata i na tržištu, strategije brendiranja i odnosa potrošača i brenda.
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.
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