А. Model za brendiranje zdravlja zasnovan na pristupu pružalaca usluga
Model za brendiranje zdravlja zasnovan na pristupu pružalaca usluga
Ključne reči:
Zdravstvene usluge, Pružaoci usluga, Urbani zdravstveni centri, Brendiranje
Sažetak
Snažan brend smanjuje troškove, povećava zadovoljstvo kupaca kvalitetom usluga i efikasnošću usluga. Stoga je ovo istraživanje provedeno kako bi se predstavio model zdravstvenog brendiranja sa pristupom pružalaca usluga.
Ova kvalitativno-kvantitativna studija sprovedena je 2020. Statistička populacija studije je odabrana za kvalitativnu fazu koja je uključivala 20 akademskih i organizacionih stručnjaka koristeći Delphi tehniku, a kvantitativna faza obuhvatila je 415 pružalaca usluga domova zdravlja. Valjanost upitnika potvrđena je licem, sadržajem, valjanošću konstrukcije, a njegovu pouzdanost potvrdila je Cronbachova alfa od 0,96. Kvantitativni podaci predstavljeni su EKS softverom verzija 6.1 sa potvrđujućom faktorskom analizom i korišćenjem strukturnih jednačina.
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, strategija brendiranja i odnosa potrošača i brenda sa 19 podtema zasnovanih na perspektiva pružalaca usluga (CFI = 0,9, TLI = 0,8, RMSEA = 0,08, SRMR = 0,05) dobro se uklapa, a unutrašnja konzistentnost stavki ima značajne nivoe.
Da bi se napravio efikasan korak u brendiranju zdravlja, može se postići konkurentska prednost i pružiti visokokvalitetne i profitabilne zdravstvene usluge uz pomoć pružalaca usluga usvajanjem i jačanjem konkurentske pozicije, pravičnosti, pristupačnosti, konsolidacije brenda u glavama klijenata i na tržištu , strategije brendiranja i odnos potrošača i brenda.
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https:// doi:10.5923/j.mm.20180802.03
2. Kudret S. Revisiting the Conceptualization of the Employer Brand Phenomenon: The Brand Equity Academy of Marketing Brand, Corporate Identity and Reputation. SIG : Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences, 2011.
3. Nourani Sadodin Sh, Kohansal Daghian Z, Esmaily H, Hooshmand E. The Relationship between Organizational Citizenship Behavior, Job Satisfaction, and Occupational Stress among Midwives Working in Healthcare Centers of Mashhad, Iran, 2014. Journal of Midwifery and Reproductive Health 2016; 4(2): 622-630.
4. Dalaki F, Esmaeilpour M, Bahrainizad M. Explaining Factors Affecting Brand Image of Hospital with the Emphasis on Branding in Health Services Marketing; Case Study of Salman-e Farsi Hospital in Bushehr. Health Research Journal 2019. 4(2):63-71.
https:// doi:10.29252/hrjbaq.4.2.63
5. Mirzaei A, Webster C.M, Siuki H. Exploring brand purpose dimensions for non-profit organizations. Journal of Brand Management 2021;1(28):186-198.
6. Zhang P, Meng Q. Marketing to Develop the Premier Medical Brand in the Huaihai Economic Zone. Cell Biochemistry and Biophysics 2014;72(2):371–374.
https://doi:10.1007/s12013-014-0470-y
7. Sirisha B, Kishore Babu DR M . Branding of hospitals – through tangible factors by selected hospitals. International Journal of Multidisciplinary Management Studies 2014;4(3):227-237.
8. James K. Elrod & John L, Fortenberry Jr. Driving brand equity in health services organizations: the need for an expanded view of branding. BMC Health Service Research 2018;18(3):924. https://doi.org/10.1186/s12913-018-3679-4
9. Zhang J , Soo Lim J. Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers. Journal of Brand Management 2020;1(28):77-98.
10. Gao F, Lan X. Sensory Brand Experience: Development and Validation in the Chinese Context. Frontiers in Psychology 2020;11(1): 1436.
https:// doi: 10.3389/fpsyg.2020.01436
11. Heilmann P, Saarenketo S, Liikkanen K. Employer branding in power industry. International Journal of Energy Sector Management 2013;7 (2):283-302.
https:// doi:10.1108/IJESM-03-2012-0003
12. Kalińska-Kula M, Staniec I. Employer Branding and Organizational Attractiveness: Current Employees’ Perspective. European Research Studies Journal 2021; XXIV(1): 583-603. https://doi:10.35808/ersj/1982
13. Bastug S, Sakar G D, Gulmez S.An application of brand personality dimensions to container ports: A place branding perspective. Journal of Transport Geography 2020;82. https://doi.org/10.1016/j.jtrangeo.2019.102552
14. Dumont G, Ots M. Social dynamics and stakeholder relationships in personal branding. Journal of Business Research 2020;106(1): 118–128.
https:// doi.org/10.1016/j.jbusres.2019.09.013
15. Ernawaty E, Kendra Wardhani K, Supriyanto S, Kusuma Putri N, Rahmah Husniyawati Y. Brand equity analysis to increase health care utilization. Journal of Public Health Research 2020; 9(1) :133-136.
https:// doi.org/10.4081/jphr.2020.1821
16. Teika Odoom P, Narteh B, Odoom R. Healthcare branding: Insights from Africa into health service customers’ repeat patronage intentions. International Journal of Healthcare Management 2019: 663-675.
https:// doi.org/10.1080/20479700.2019.1688503
17. Kumar Yadav L, Kumar A, Mishra Sh. Can Organizations Leverage Employer Branding to Gain Employee Engagement and Reduce Turnover Intention? An Empirical Study with Organizational Trust as a Mediator. The Journal of Business Perspective 2020;24 (4): 496-505. https://doi.org/10.1177/0972262920943774
18. Bhattacharya D, Saha D. Consumer involvement profile incorporating the moderating effects of brand loyalty and brand trust. Asia Pacific Journal of Marketing and Management Review 2013;2 (2):23-45.
19. Brown S.D , Tinsely H.E.A. Handbook Of Applied Multivariate Statistics And Mathematical Modeling. Academic Press , USA,2000:345.
20. Miller L, May D. Patient choice in the NHS: How critical are facilities services in influencing patient choice? Facilities 2006;24(9/10):354-364.
https:// doi.org/10.1108/02632770610677637
21. Nazir M, Tian J, Hussain I, Arshad A, Afzal Shad M. Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses. Frontiers in Psychology 2020;11.
https://doi.org/10.3389/fpsyg.2020.546087
22. Martey EM, Frempong J. The impact of celebrities’ endorsement on brand positioning on mobile telecommunication users in the Eastern Region of Ghana. International Journal of Education and Research 2014;2(7):397-412.
23. Bravo Gil R, Fraj Andrés E, Salinas E.M. Family as a source of consumer-based brand equity. Journal of Product & Brand Management 2007;16(3):188–199.
https:// doi:10.1108/10610420710751564
24. Skaalsvik H. Service Branding: Suggesting and Discussing Four Perspectives Influencing a Value-Creating Service Brand at the Company Level. Problems and perspectives in management 2017;13(1):47-63.
https://doi: 10.5772/intechopen.69636
25. Zhang J, Jiang Y, Shabbir R, Du M. Building industrial brand equity by leveraging firm capabilities and co-creating value with customers. Industrial Marketing Management 2015;51(1):47-58.
https://doi.org/10.1016/j.indmarman.2015.05.016
26. Muda M, Musa R, Mohamed R, Borhan H.Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia-Social and Behavioral Sciences 2014;130:11-20. https://doi:10.1016/j.sbspro.2014.04.002
27. Adhikari R, Smith P, Sharma J R, Chand O B. New forms of development: branding innovative ideas and bidding for foreign aid in the maternal and child health service in Nepal. Globalization and Health 2018;14(33):1-12.
https://doi:10.1186/s12992-018-0350-0
28. Turan G, Hoxhaj J. Corporate Social Responsibility; Attitudes of Foreign Enterprises in Post-Communism Society: Case of Albania. Journal of European Social Research 2017;1(2):24-39. Corpus ID: 158852165
29. Toscano A B, Gomes L. Hospital Branding as a strategy for differentiation: Does Hospital Branding Leverages Hospital Units in the Portuguese Market? : Inês Mendonça; 2018.
30. Hotez PJ. Crafting your scientist brand. PLOS Biology 2018;16(10):1-7. https://doi.org/10.1371/journal.pbio.3000024
31. Forcadell FJ, Aracil E. Sustainable Banking in Latin American Developing Countries: Leading To (Mutual) Prosperity. Business Ethics: A European Review 2018;26(4):382-395. https://doi:10.1111/beer.12161
32. Bai Y, Yuan J, Pan J. Why SMEs in emerging economies are reluctant to provide employee training: evidence from China. International Small Business Journal: Researching Entrepreneurship 2017; 25(6):751-766.
https:// doi.org/10.1177/0266242616682360
33. Ningsih M, Segoro W.The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty - the survey on student as im3 users in Depok, Indonesia. Procedia -Social and Behavioral Sciences 2014;143: 1015–1019. https://doi:10.1016/J.SBSPRO.2014.07.546
34. Fan J, Hafiz Inayat Ul Haq S, Gomes Moeriera A, Mumtaz Virk M. Impact of CSR Dimensions on Consumer Satisfaction and Brand Loyalty in the Formation of Purchase Intentions: Study from Pakistan Livestock Industry. Management 2018;8(2):54-63.
https:// doi:10.5923/j.mm.20180802.03
Objavljeno
2025/12/22
Broj časopisa
Rubrika
Originalni rad / Original article