{'fraction_non_alphanumeric': 0.02583837273227048, 'fraction_numerical': 0.010995052226498075, 'mean_word_length': 5.893939393939394, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 1, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Modeling the brand loyalty of medical services in Iran's Military Hospitals

Introduction: Due to growing competition among health-care institutions and increasing expectations of caregivers, hospitals need to strengthen their competitive advantages. This study aimed to determine the Dimensions of patients' loyalty in military hospitals of Tehran, Iran in 2016. Materials and Methods: A cross-sectional, analytical study was conducted among patients receiving health-care services in military hospitals affiliated by Baqiyatallah University of Medical Sciences in 2016. The survey instrument was a self-administered questionnaire included 28 questions categorized into seven sections of service quality, satisfaction, commitment to relationship, respect to patients' rights, brand trust, loyalty, and value. Collected data were analyzed using LISREL 8.8 software through structural equation modeling. Results: Analysis findings reported all fitness indices related to factor analysis of study variables in an acceptable level and affirmed the theoretical model of the research. Results revealed positive relationships between some of the constructs. The path coefficient between service quality and loyalty was (0.76) showing a positive relationship between two variables. The coefficient related to the association between brand trust and loyalty (0.5) also affirmed a positive relationship between variables (t > 1.96). Discussion: To satisfy customers and develop a competitive advantage for health-care institutions, it is suggested to improve the quality of healthcare services, focus on promoting professional skills and experience among health-care providers, compliance with ethical issues and patients' rights and generally try to develop their competitiveness by effective utilization of existing resources.