مقالات علمی پژوهشی چاپ شده با فرمت pdf صفحات 11
Abstract. The aim of this research is studying brand love effective factors and its consequences in hospital services. This research is applicable and is a descriptive survey. Statistical society is all kidney and urinary tract patients of Shahid Hashemi Nezhad hospital. This research was done in the second half of the 1394. Due to the statistical society the sample size is 384. Sampling method was available sampling. The data was gathered through questionnaire. The information was analyzed by PLS. the result show that brand reputation, respect and brand image are the effective factors and consumer forgiveness, citizenship behavior and emotional commitment are the consequences of brand love in hospital services.
Key words: Brand love, consumer forgiveness, citizenship behavior, respect, affective commitment
The factors affecting brand love and its consequences in hospital service sector