Search results

The purpose of this paper is to investigate brand trust and brand image effects on healthcare service users. Nowadays, managers and health activists are showing increased tendency to marketing and branding to attract and satisfy customers.

The current study’s design is based on a conceptual model examining brand trust and brand image effects on customer satisfaction. Data obtained from 240 questionnaires (310 respondents) were analyzed using path analysis.

Results revealed that the most effective items bearing the highest influence on customer satisfaction and on benefiting from healthcare services include brand image, staff sincerity to its patients, interactions with physicians and rapport.

This study needs to be conducted in different hospitals and with different patients, which would lead to the model’s expansion and its influence on the patient satisfaction.

Being the first study that simultaneously addresses brand trust and brand image effects on customer satisfaction, this research provides in-depth insights into healthcare marketing. Moreover, identifying significant components associated with healthcare branding helps managers and healthcare activists to create and protect their brands and, consequently, leading to an increased profitability resulting from the enhanced consumer satisfaction. Additionally, it would probably facilitate purchasing processes during the service selection.

The purpose of this study is to develop a model for business to business salesperson performance (SP) with a service ecosystems perspective.

To achieve the research aims, classical grounded theory was used. The data was gathered through in-depth interviews with 20 sales managers and main sales actors.

After coding and analyzing the data, salesperson institutional performance is introduced as a core category including three main dimensions of regulative, normative and cognitive-cultural performance. Multi-level factors determining SP are identified and performance results are introduced in a multi-level long term way. The sales actors, macro variables, actors’ orientations and sales method are introduced as circumstances, while salesperson stressors are presented as covariants deterring the fulfillment of salesperson’s activities.

This study focuses on the contributions of the salesperson in the alignment of institutional arrangements or the results of their being institutionalized, as well as determining the factors and variables affecting it.