The Effects of Brand Equity on Satisfaction in Health Tourism

Authors

  • Maedeh Tofigi Aghdam Miangi M.A student Department of Technology Management and Industrial Management, Science and Research Branch. Islamic Azad University, Tehran, Iran Author
  • Seyed Hossein Mansouri Ph.D Business Management, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran Author

Keywords:

Marketing, Health Tourism, Brand Equity, satisfaction

Abstract

This research proposes a comprehensive model that investigates the relationships between Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, and satisfaction. This study aims better to understand the determinants of satisfaction throughout Health Tourism services and outline why and how Brand Equity is essential to satisfaction in Health Tourism. Respondents were chosen from hospitals in Tehran by using a stratified random sampling method. A total of 390 questionnaires were used for data analysis. Structural equations modeling using LISREL was performed to test the relationships between this study's constructs empirically. The research results have shown that Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty positively and significantly affect satisfaction in Health Tourism.  Finally, it suggests that health Tourism managers should improve their hospital's service offerings to satisfy patients.

References

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Published

2024-03-25

Issue

Vol. 1 No. 1 (2024): Winter

Section

Original Research

How to Cite

The Effects of Brand Equity on Satisfaction in Health Tourism. (2024). Journal of Business and Future Economy, 1(1), 65-74. https://journals.iau.ae/index.php/JBFE/article/view/6