Branding in Health Services and Determination of Factors Affecting Brand Loyalty
Sağlık Hizmetlerinde Markalaşma Ve Marka Sadakatini Etkileyen Faktörlerin Belirlenmesi

Author : Mehmet KARAHAN -; Müntaz KORKUTAN & Özkan YILDIRIMÇAKAR
Number of pages : 275-287

Abstract

Brand; Terms, designs, symbols or concepts used to identify products or services of a manufacturer and to distinguish products from other products or services in the market. Brand value is the added value that the brand name carries beyond its functional value to the product. Brand loyalty has a big influence in terms of businesses in our day and this concept has become more and more important in recent years especially in terms of service marketing. Creating brand loyalty in today's market is quite difficult as the conditions of competition are considered as an important competitive tool. The activities of establishing brand loyalty in health institutions have become more widespread due to the increase of specialization and consumer satisfaction oriented studies. Rapidly changing technology, rising costs, increasing patient complaints, and increasingly common good care demands have made health care administration more complex. Despite the increase in the number of enterprises in the health sector in our country, the increase in the level of the income of the community and the lack of services according to the population increase cause the expectation of the better services of the patients. The inadequacies in meeting these needs require corrective measures in this sector to be taken and quality of service to be increased. In the study, the factors affecting branding and brand loyalty in health care enterprises were examined in detail and the concepts of brand and brand loyalty were explained in detail. A questionnaire survey was conducted to measure brand and brand loyalty, which was prepared to provide information to the research, and the opinions of consumers were determined through this questionnaire.

Keywords

Brand awareness, Brand loyalty, Branding in health services

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