The Effect of Social responsibility on Hospital Brand Value Case Study: Shahid Sadoughi Hospital of Yazd

• Main Authors: A Ajdary, Sh Nayebzadeh, F Heirany
• Format: Article
• Language: fas
• Published: Iran University of Medical Sciences 2015-10-01
• Series: مدیریت سلامت
• Subjects: Social responsibility; Hospital; Awareness; Perceived Quality; Associations; Loyalty
• Online Access: http://jha.iums.ac.ir/article-1-1737-en.html
• ISSN: 2008-1200; 2008-1219

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.