International Journal of Healthcare Management

ISSN: 2047-9700 (Print) 2047-9719 (Online) Journal homepage: https://www.tandfonline.com/loi/yjhm20

Role of service quality, trust and loyalty in building

patient-based brand equity: Modeling for public
hospitals

Rohollah Kalhor, Omid Khosravizadeh, Mohammad Zakaria Kiaei, Saeed

Shahsavari & Mohammad Badrlo

To cite this article: Rohollah Kalhor, Omid Khosravizadeh, Mohammad Zakaria Kiaei, Saeed
Shahsavari & Mohammad Badrlo (2020): Role of service quality, trust and loyalty in building
patient-based brand equity: Modeling for public hospitals, International Journal of Healthcare
Management, DOI: 10.1080/20479700.2020.1762053

To link to this article: https://doi.org/10.1080/20479700.2020.1762053

Published online: 28 May 2020.

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INTERNATIONAL JOURNAL OF HEALTHCARE MANAGEMENT
https://doi.org/10.1080/20479700.2020.1762053

Role of service quality, trust and loyalty in building patient-based brand equity:
Modeling for public hospitals
Rohollah Kalhor a,b, Omid Khosravizadeh a,b
, Mohammad Zakaria Kiaei a,b
, Saeed Shahsavari c,d
and
Mohammad Badrlo e
a
Social Determinants of Health Research Center, Research Institute for Prevention of Non-Communicable Diseases, Qazvin University of
Medical Sciences, Qazvin, Iran; bDepartment of Health Services Management, School of Health, Qazvin University of Medical Sciences,
Qazvin, Iran; cDepartment of Epidemiology and biostatistics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran;
d
Health Products Safety Research Center, Qazvin University of Medical Sciences, Qazvin, Iran; eStudent Research Committee, Qazvin
University of Medical Sciences, Qazvin, Iran

ABSTRACT ARTICLE HISTORY

In the current competitive situation, hospitals are seeking to keep their position among patients. Received 9 July 2019
This study aimed to find factors influencing on the brand equity of hospitals.in the cross Accepted 2 April 2020
sectional study, Firstly, the factors affecting the brand equity were identified Subsequently,
KEYWORDS
by holding the panel of experts, the effective factors were taken into account After Patients; brand equity;
standardization, the questionnaire was given to 450 admitted patients in Qazvin’s hospitals. hospital; structural Equation
Finally, the causal relationship between the variables was evaluated using the Structural modeling; service quality
Equation Model (SEM) on AMOS22 software, with a significant level of 0.05. Analysis of
findings revealed all fit indices were in an acceptable level. The path coefficient between
brand trust and brand loyalty with brand equity was positive (t > 1.96). Study result is
necessary for hospitals to prioritize attention to dimensions and factors affecting brand
equity in order to maintain their place in society and provide effective services

Introduction and background
Nowadays, marketing is one of the basic needs of each
organization for survival, and to enhance the products
quality and offered services. The lack of attention to
marketing in non-commercial organizations such as
healthcare will lead to waste of resources, and impose
social and economic costs. In this regard, one of the
most important marketing concepts widely discussed
by marketing experts is brand equity, which plays a
strategic and significant role in management decisions
and creates competitive advantages for organizations
and their customers [1,2]. Healthcare centers encoun-
ter special challenges around the world. An extended
number of healthcare centers face really competitive
conditions owing to open-door policies in medical ser-
vice markets [3]. In this regard, creation of a renowned
hospital brand would be a valuable tool for managers to
hire and keep doctors and nurses [4]. Having a strong
brand in the market is one of the fundamental goals of
most organizations. Financial experts believe that a
commercial brand can provide more than just a com-
mon value. Today, a brand not only is an effective
tool among managers, but also is a strategic require-
ment which helps organizations in the creation of
value for customers. It also assists in the creation of
sustainable competitive advantages. Successful brands
contribute to an increase in customers’ trust to
intangible products and services enabling them in bet-
ter identification of their needs. Moreover, a high level
of brand equity enhances customers’ satisfaction, their
rebate and also loyalty levels [5], which is beside a key
role the brand plays in business success [6,7]. There are
a lot of different studies which have highlighted the
importance of brand equity, especially in healthcare
organizations and have regarded it as a significant
change to maintain market share. In such investi-
gations, various variables were considered with respect
to their context and purpose. In this regard, it could be
referred to several studies on military hospitals of Iran
[8], Yazd hospitals, Iran [9], Seoul hospitals, Korea
[10], Indonesia. Hospitals [11], and also some systema-
tic and comprehensive research in Iran and all around
the world as examples. In the current situation, hospi-
tals are seeking to obtain more market share and pre-
serve it. They have also been making an effort to
discover new ways to generate more value in their cus-
tomers’ mind. However, what is problem is that the
managers have no information about factors contribute
to their brand equity creation in the mind of patients
and customers, and the way they have to manage the
brand’ effectiveness [12]. Hence, the objective of this
study was to design a questionnaire, to identify effective
dimensions on the brand equity of medical centers, and
to determine their relationship in a model framework.

CONTACT Mohammad Badrlo mm.94.mb@gmail.com Student Research Committee, Qazvin University of Medical Sciences, Shahid Bahonar Blv, P.
Code: 3419759811 Qazvin, Iran
© 2020 Informa UK Limited, trading as Taylor & Francis Group
2 R. KALHOR ET AL.
The results of the current research would be useful in
planning for better services and also making appropri-
ate decision in the field of hospital services, in particu-
lar absorbing maximize market share, utilizing accurate
resources and accessing to productivity at the hospital
level.
Methodology
The present study was a descriptive analytical research
which carried out using a cross-sectional design in
teaching and public hospitals of Qazvin, Qazvin pro-
vince, Iran in 2018. The current investigation consisted
of three stages as follow:
Comprehensive reviewing of studies
At this stage, previous research findings in brand equity
were assessed using databases. The utilized tool was a
data collection form. This form was used to maintain
integrity, reduce bias, and increase the reliability and
validity of the texts. Required data were collected
from the databases including Irandoc, Embase, and
Google scholar, IranMedex, SID, Magiran, PubMed
and Scopus, on the basis of keywords comprising
‘brand equity’, ‘brand’, ‘hospital’, ‘medical service’,
‘pattern’, ‘model’, ‘hospital marketing’, ‘branding’,
and ‘effective factors’. Afterwards, the articles were
evaluated in terms of quality. Subsequently, the effec-
tive factors on brand equity were categorized and the
most relevant ones were arranged in a class. The con-
ceptual model for the current study is presented in
Figure 1. The present model was obtained by systema-
tic analyzing of the results of some comprehensive
studies.
Based on the literature review [8], the following
hypotheses are proposed for the study:
H1: Brand awareness has a significant impact on
brand association.
H2: brand association has a significant impact on Per-
ceived quality.
Figure 1. Conceptual model of study.
H3: Perceived quality has a significant impact on
brand satisfaction.
H4: brand satisfaction has a significant impact on
brand Trust.
H5: brand Trust has a significant impact on brand
loyalty.
H6: brand loyalty has a significant impact on brand
Equity.
H7: brand awareness has a significant impact on brand
Trust.
H8: brand awareness has a significant impact on brand
loyalty.
H9: brand awareness has a significant impact on brand
Equity.
H10: brand association has a significant impact on
brand Trust.
H11: Perceived quality has a significant impact on
brand Trust.
H12: brand satisfaction has a significant impact on
brand loyalty.
H13: brand satisfaction has a significant impact on
brand Equity.
Designing a questionnaire and collecting
data
The questionnaire was compiled based on the acquired
information from the comprehensive review of studies
as well as supervisors and counselors’ opinion. The
method of expert’s judges was applied to measure the
face validity of the tool. And Confirmatory Factor
Analysis (CFA) were performed to evaluate the Con-
tent validity. The questionnaire’s reliability was
assessed using the method of Cronbach’s alpha with
the rate of 92.2. The questionnaire consisted of two sec-
tions: demographic information and brand equity
assessment. The first section included questions
about gender, history of hospitalization and types of

hospitalization and treatment. The second section con-
tained questions concerning evaluation of brand equity
dimensions including brand awareness (3 questions:
Hospital name, Hospital Features, Other people’s
opinion), brand association (5questions: Beneficial
treatment, Ability to solve patients’ problems, the abil-
ity for the general welfare of society, Affordable service
price, Good reputation), perceived quality(4 questions:
Process accuracy, process speed, physicians’ knowledge
and skill, quality of medical equipment), satisfaction(5
questions: clinical and non-clinical Process Satisfac-
tion, Patient Attention, Patient Choice, Responsibility
of the Medical Staff), brand trust(4questions: Honest
Speech, Fairness in Hospitalization and Treatment,
Patient Confidentiality, Hospital Financial Transpar-
ency) and brand loyalty(4 questions: Sense of belong-
ing to the hospital, re-visiting, spending time and
money on patients, offering the hospital to others). A
five-section Likert scale was used to analyze the impor-
tance of the factors affecting brand equity with the fol-
lowing category: very low, low, medium, high and very
high. The studied statistical population consisted of
450 admitted patients in the teaching and public hospi-
tals of Qazvin, who had been selected by Stratified ran-
dom sampling in each hospital. It is worth noting that
only the completed questionnaires were took into
account and the patients who had fill out the question-
naire imperfectly were excluded. Considering the
unlimited size of statistical population, James Steven’s
method was utilized to determine the sample size. To
this end, for each variable in the questionnaire, a
sample equal to 12 times of each variable size was pre-
dicted. The logic of such the selection, 12 samples for
each variable, was based on James Steven’s proposal
in which the selection of 10–15 items for each proposed
variable is considered appropriate in multiple
regression analysis using the methods such as standard
least squares, EFA, CFA, and SEM model [13].
Descriptive statistics in the present stage were used
on the statistical package SPSS 25.
Validation and presentation of final model
At this level, a final model for quantitative findings was
presented. In order to studying the causal relationships
between variables in a coherent way and presentation
of the final model, SEM technique was applied. This
technique consists of five stages as follows: model
expression (primary model construction), model esti-
mation (data collection and variable’s matrix creation),
fit assessment (a general review of the model’s appro-
priateness, its feasibility, and evaluating the necessity
of making reform), model modification and model
interpretation. Moreover, 5 indexes were used to assess
the model fit for, CFA and SEM as follows: The χ 2
index was utilized to appraise the model general fit
and to determine the differences between estimated
INTERNATIONAL JOURNAL OF HEALTHCARE MANAGEMENT 3
covariance matrices; The GFI (Goodness of Fit
Index) evaluated the relative value of variances and
covariance jointly, through the model; The RMSEA
(Root Mean Square Error of Approximation) showed
an average of the model covariance matrix to the
data covariance matrix; The CFI (Comparative Fit
Index) was used to compare the model with an inde-
pendent model, and NFI (Normed Fit Index) which
evaluated chi-square values of an independent model.
The adequacy of sampling was tested by KMO (Kaiser
Meyer Olkin), while the strength of the relationship
among variables was examined via Bartlett’s test of
sphericity. In this study the KMO index was 0.89
(more than 0.6) implying the sample number was
sufficient for factor analysis. Besides, the Bartlett test
index was smaller than 0.05 indicating the factor analy-
sis was suitable for identifying the model structure. The
above steps were carried out on SPSS 25.0 and AMOS
22 software, and at last the final validated model was
presented.
Findings
Patient characteristics
The number of participants in the present research was
450 consisting of 187 (41.6%) male and 263 (58.4%)
female. In terms of education stand, 282 (62.7%) had
high school diploma or lower secondary education’s
degree, 107 (23.8%) had undergraduate’s degree, 57
(12.7%) had bachelor’s degrees and 4 (9%) had master’s
degree (Table 1).
Fit index and assessment of the model
To assess the compatibility and consistency of the
model with the research data, the fit model was used.
The conceptual model fit was evaluated in two steps
comprising the model measurement section and the
structural part of the model, respectively. At the first
section, the model was appraised for validity and
reliability. In order to examine the significance of the
relationship between brand equity and its dimensions,
the second order factor analysis was performed. The
results of standard estimation coefficients of the second
order factor analysis of brand equity showed that all
paths were at a significant level (Figure 2). However,
Table 1. Demographics distribution of participants.
Variables N %
Gender male 187 41.6
female 263 58.4
History of hospitalization yes 202 44.9
no 248 55.1
Type of hospitalization emergency 129 28.7
Non-emergency 321 71.3
Type of treatment medical 169 37.6
Surgery 281 62.4
4 R. KALHOR ET AL.

Figure 2. Factors for estimating the standard factor analysis of the primary model.

as it is shown in Table 2, the obtained values for such Discussion

indexes as chi-square to degrees of freedom, GFI,
The results of this study based on the validated model
RMSEA and CFI were not in the defined range indicat-
showed that hospital’s brand awareness affects the hos-
ing the obtained model fit did not have as good fit as it
pital’s brand association and predicts it well. In this
could have. Therefore, some changes were considered
regard, having the knowledge brand name could
to be necessary in order to better fit creation. These
cause to recall brand association in customer’s mind
changes were implemented in a proposed model and
during shopping. Similar results in accordance with
the results of fit indices improved (Figure 3).
the current investigation have been reported on health-
The results of structural equation modeling analysis
care industries in Iran such as studies on some hospi-
showed a significant correlation between brand equity
tals in Tehran [14] and also a study which conducted
and its related factors (Table 3). Correlation coefficient
in Iran. [15]. The results of Buil and Martinez research
between the seven factors and brand equity indicated
in Spain and United Kingdom were also in line with the
the effect of these variables on the hospital’s brand
present study [16]. The results of validated path model
equity. In conclusion, our findings revealed a difference
also indicated a direct and significant impact of brand
between the conceptual model with the proposed
association on perceived brand quality. Such obser-
model. Moreover, the effect of brand awareness on
vation was in accordance with the previous findings
brand trust, as well as the effect of brand satisfaction
on Iran healthcare and household appliance industries
on brand equity was not confirmed in the proposed
[14], the patients of Delhi hospital, India [17], Vietna-
model.
mese banking industry [18]. In addition, there was a
direct and positive effect of perceived quality on custo-
Table 2. Comparison of fit indices in the primary and the mer satisfaction from the brand. Therefore, it could be
proposed model. concluded that improving the services quality of
Fit index Permissible limit primary model Proposed model healthcare centers would increase patients and custo-
x2
df
Less than 3 4.239 2.858 mer’s satisfaction and lead to a lot more profitability
GFI More than 0.9 0.804 0.938
RMSEA Less than 0.08 0.058 0.075
and survival maintenance of the centers than before.
CFI More than 0.9 0.872 0.901 Similar results in line with this research were obtained
NFI More than 0.9 0.839 0.909 in studying Shiraz health centers, Iran [19], mobile
 INTERNATIONAL JOURNAL OF HEALTHCARE MANAGEMENT 5

Figure 3. Factors for estimating the standard factor analysis of the proposed model.

communication industries in Korea and hospitals in
Taiwan [20] and also a retail store environment in
the United States [21]. The current study results
were, however, in contrast with the study of Feng
et al. and Wu et al. on the relationship between service
qualities with customer’s satisfaction [22,23]. Besides, it
was demonstrated that brand satisfaction has a positive
and direct effect on brand trust. With regard to this
result, the greater is the services satisfaction, the
more would be customer’s trust to the brand. This indi-
cates the consumer will probably choose a more
reliable brand in comparison to other brands. This
result was in agreement with Sahin et al. studies on
brand users in Istanbul [24], Arabnejad research on
Apple products customers in Mashhad, Iran [25] and
Zehir et al. investigations on global brands [26]. The
results of path analysis in the confirmed model also
showed a direct correlation between brand trust with
brand loyalty, which emphasis on the importance of
trust to the brand on loyalty creation. If a hospital con-
sidered fairness and justice in dealing with patients and
its medical staff behaved honestly, the patients would
trust to the brand and valorize it. Whereupon, such
the trust could lead to the patient’s loyalty to the men-
tioned centers. In line with current study, the results of
a study in Tehran’s hospitals, Iran, indicated the brand

Table 3. Results of structural equation modeling of dimension in final model.

Symbol hypothesis Standardized estimate SE CR Pvalue Result
H1 Brand awareness → brand association .367 .051 6.469 *** Accepted
H2 Brand association → Perceived quality .718 .065 11.089 *** Accepted
H3 Perceived quality → Brand satisfaction .698 .045 9.412 *** Accepted
H4 Brand Satisfaction → Brand Trust .167 .117 2.846 *** Accepted
H5 Brand Trust → brand loyalty .451 .052 8.212 *** Accepted
H6 Brand loyalty → brand equity .605 .067 10.355 *** Accepted
H7 Brand Awareness → Brand Trust .014 .048 0.510 .778 Rejected
H8 Brand awareness → brand loyalty .140 .042 3.185 *** Accepted
H9 Brand awareness → brand equity .083 .048 2.091 *** Accepted
H10 Brand association → brand trust .322 .086 3.465 *** Accepted
H11 Quality → brand trust perceived .167 .093 2.293 *** Accepted
H12 Brand Satisfaction → brand loyalty .288 .090 5.413 *** Accepted
H13 Brand Satisfaction → brand equity .057 .094 1.176 .244 Rejected
*** Correlation is significant at level of 0.001 (2-tailed).
6 R. KALHOR ET AL.
confidence has an effect on brand loyalty and predicts it
well [4]. There are also another research with the same
findings such as studies on social media industry [27]
and cosmetics industry [28]. In addition, the relation-
ship between brand loyalty with brand equity was
confirmed in a direct and positive manner, in the cur-
rent study. According to this result, the greater is the
loyalty of patients to hospitals, the more will be under-
stood the hospital’s value. To be more precise, while a
patient is loyal to a hospital brand, she/he will tend to
get a service at such specific hospital again. Thereupon,
the hospital would be prioritized compared with others
and could also be recommended to other customers,
which totally leads to an improvement in brand equity
[8]. Similar results in accordance with the present study
have been reported in previous research such as studies
on healthcare industries in Shiraz hospitals, Iran [19],
health drink consumers in Tamil Nadu, India [29],
Emergency cares in Pakistani hospitals [30], Indian
hospitals [17]and pharmaceutical industries in India
[31]. Besides, in a systematic and comprehensive
study, a positive and significant impact of brand loyalty
on brand equity in line with the present work was
reported [8]. Our findings, however, were in contrast
with a study conducted by Kim et al. in five hospitals
in Seoul, South Korea [10].
The current study findings also indicated on the
direct influence of brand awareness on brand loyalty.
This implies that a patient with positive brand experi-
ence could choose the same brand for his/her next
treatment and stay as a loyal customer to the brand.
This result was confirmed by Gilani research [32],
while Boo et al. studies on tourists were opposite to
our findings [33]. The results of path analysis in the
validated model showed no significant relationship
between brand awareness with brand equity. With
regard to this result, it could be deduced that all people
who have been admitted to a hospital, whether the hos-
pital is considered good or not in their minds, have
enough knowledge and experience about that hospital.
Thus, patient’s awareness of hospital name and brand
would not simply contribute to hospital’s brand pro-
motion. It is needed to take heed of other impressive
factors on the enhancement of hospital’s brand equity.
The current result was in accordance with findings of a
study on healthcare industries in Tehran hospitals, Iran
[14], whereas study on the patients of the Delhi hospi-
tal, India [17], Taiwan health centers [34] were in con-
trast with our study. Moreover, our results showed that
there is a direct and significant link between brand
association and brand trust. With increasing brand
association in customer’s mind, kind of trust would
be created in their mind toward the treatment center.
This research suggests that generation of mental associ-
ations in customer’s mind could attract their trust lead-
ing to their first choice. The results of previous research
were supportive of our results. In this regard, Ngoc and
xie confirmed the relationship between association
with brand trust [18,35]. According to the current
study results, it was also demonstrated that perceived
quality will have a positive impact on the brand trust.
Whatever the quality of service is improved, the custo-
mer will rely more on that brand. Subsequently, the
brand will be stabilized in customer’s mind insofar as
they tend to select a brand with the highest degree of
quality in their further choice. This finding was in
line with following studies on Delhi hospital’s patients,
India [12], healthcare industry in Tehran’s hospitals,
Iran [14] and global brands in the year of 2013 [36].
The research also showed that there is a positive and
direct link between brand satisfaction and brand loy-
alty. Customer’s satisfaction is one of the most impor-
tant factors affecting customer’s loyalty. Satisfied
customers will turn to loyal customers. When custo-
mer’s contentment be low, they tend to leave the pro-
duct and go for a competitor’s product. They will
also complain about the product. Similar results in
agreement with our investigation finding have been
reported by Maleki on studying Shiraz hospitals in
Iran [19], and Hug study [37]. Moreover, the results
of Ozer studies in Turkey hospitals [11] and Dmitriy
Zuy. Studies in Greece on the impact of respecting
patients’ rights on their loyalty to a brand, confirmed
the present results [38]. However, our results did not
confirmed the effect of brand awareness on brand
trust. Therefore, it could be concluded that although
these two variables may have a direct impact on
brand equity, individually, they are not able to have a
direct and positive effect on each other. Customer
and patient’s knowledge of a particular brand cannot
lead to trust in the brand by itself. Nevertheless, such
observation was not confirmed by Severi [39]. At the
end, our results revealed that service satisfaction does
not have a direct link with the brand equity of health-
care centers. Although it was expected that there would
be a direct relationship between these two variables, the
obtained results of the current research did not confirm
it. In addition, it was displayed that service satisfaction
will not be able to increase brand equity by itself. How-
ever, it can be deduced that with increasing satisfac-
tion to healthcare services, brand equity would be
promote via influencing on other variables. The cur-
rent achieved results were completely incompatible
with studies on the healthcare industry in Tehran
[14], tourist centers in Qazvin [40]. Considering the
results of the present study, one of the probable
reasons of no significant relationship between service
satisfaction and brand equity would be the method
of data collection. The current data were collected
from public hospital’s patients who had no other
choice option in selecting other healthcare centers,
for example private hospitals because of high costs.
Therefore, we could not connect their choice option
to service satisfaction. As a matter of fact, this was

one of weak points in this study, which studied data
were collected from patients in public hospitals.
Hence, the results cannot be generalized to other hos-
pitals, such as private or charity hospitals.
Conclusion
The results of analyzing the validated model revealed a
positive and significant impact of the provided service
quality on brand satisfaction and brand trust, as well as
brand awareness on brand associations. However, the
direct and positive influence of brand awareness on
brand equity and brand trust was not confirmed.
Moreover, no relationship was observed between
brand satisfactions with its equity. Our results also
suggested a positive effect of brand association on per-
ceived quality and brand trust. According to the cur-
rent research, brand satisfaction could lead to brand
loyalty and also brand trust, while satisfaction itself
have no direct effect on brand equity, but can increase
brand equity by creating loyalty and trust. In con-
clusion, it can be said that brand equity play an impor-
tant role in the management of health services.
Hospital managers need to identify the factors and
dimensions affecting brand equity of their centers in
order to develop their own strategies based on them.
In such the condition they would be sustainable in
competing with other centers.
Outlook
The highlight of this research would be suitable for
hospital managers to create a strong hospital brand
in developing economies like Iran. It will also pro-
vide rewarding guidance for hospital service market-
ers on improving brand equity, locating hospital
services in markets and processes for selecting
patient and customer. By implementing any of the
efficient factors on hospital’s brand equity, the pos-
ition of hospital’s brand could be improved in
patient’s mind or their companions as a superior
and valuable brand.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Ethical approval
The present study was approved by ethical committee
Qazvin University of Medical Sciences (ethics code
IR. QUMS. REC.1397.165). Thus, the authors find it
incumbent to appreciate the managers and all the
staff members who offered their sincere contributions
to this article.
INTERNATIONAL JOURNAL OF HEALTHCARE MANAGEMENT 7
Notes on contributors
Rohollah Kalhor, PhD, Associated professor of health service
management, Social Determinants of Health Research Cen-
ter, Research Institute for Prevention of Non Communicable
Diseases, Qazvin University of Medical Sciences, Qazvin,
Iran. His research interests include: human resource man-
agement, performance evaluation, Financing Medical
service.
Omid Khosravizadeh, PhD, Assistance professor of health
service management, Social Determinants of Health
Research Center, Research Institute for Prevention of Non
Communicable Diseases, Qazvin University of Medical
Sciences, Qazvin, Iran. His research interests include:
human resource management, healthcare marketing, hospi-
tal branding.
Mohammad Zakaria Kiaei, PhD candidate in health service
management, Social Determinants of Health Research Cen-
ter, Research Institute for Prevention of Non Communicable
Diseases, Qazvin University of Medical Sciences, Qazvin,
Iran. His research interests include: Hospital Management,
Health Promotion, performance evaluation.
Saeed Shahsavari, PhD student in Biostatistics, Department
of Epidemiology and biostatistics, School of Public Health,
Tehran University of Medical Sciences, Tehran, Iran. His
research interests include: Structural Equation Modeling,
Interrupted time series analysis.
Mohammad Badrlo, Master of health service management,
Student Research Committee, Qazvin University of Medical
Sciences, Qazvin, Iran. His research interests include: Nur-
sing, Hospital Branding, Hospital emergency.
ORCID
Rohollah Kalhor http://orcid.org/0000-0002-6146-8761
Omid Khosravizadeh http://orcid.org/0000-0001-6893-
3489
Mohammad Zakaria Kiaei http://orcid.org/0000-0002-
6986-4988
Saeed Shahsavari http://orcid.org/0000-0002-0806-6026
Mohammad Badrlo http://orcid.org/0000-0002-9409-
361X
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