بررسی مقایسه ای تصویر برند بیمارستا نهای دولتی و خصوصی یزد در ذهن مشتریان

Introduction: Keller (1993) has been defined brand image as “perceptions about a brand as reflected
by the brand association held in consumer memory”. These associations refer to any brand aspect within
the consumer’s memory. This research aimed to survey 2 public and private hospital’s brand image and
compare them.
Methods: This is a descriptive, applied research that was done trough cross-sectional method. The study
was quantitative in nature and used the responses of 420 hospital customers who answered the survey
questionnaire about 2 public and private hospitals. Data analysis was performed using SPSS16 software.
Findings: Based on the research findings, Shahid Sadoughi hospital has an apathetic image in the mind
of consumers but Mortaz hospital acquired a positive image in the citizens’ memory.
Conclusion: We can conclude that effective interventions to restoration of public hospitals brand image
are inevitable.