Journal of

---

Background: Patients are the raison d'etre of the hospitals therefore satisfying their needs and expectations is one of the most important duties of the hospitals. Consequently in recent decades patient satisfaction has been considered as a reliable measure for studying the quality of care and treatment. Hence in the present study, documents related to patient satisfaction in Iran was surveyed and the overall level of satisfaction was estimated using meta-analysis.
Materials and Methods: Articles on patient satisfaction were identified by searching different data bases using appropriate key words. Twenty six studies were extracted after applying inclusion criteria measures. The results were analyzed using Meta-analysis commands in STATA11 software.
Results: 14058 cases were surveyed in this 26 studies by meta- analysis. Based on the random-effect model the patient overall satisfaction percentage was estimated at 70.5 (CI:63.3-77.6) though based on fixed effect model.
Conclusion: The scale of patient satisfaction in Iran is in a proper level compared to other countries. Additionally, there has been an increasing trend in patient satisfaction in recent years, which might be attributable to measures such as using different methods of quality improvement, customer orientation and customer reverence.

---

Introduction: Branding is one of the most important needs of any organization to survive and improve the quality of provided products and services.

Today, branding is also being increasingly used by health organizations and has become one of the important elements for improving the quality of services provided by hospitals as the main body of health services. In the present study, the factors affecting the customer-based brand equity were investigated in selected hospitals.

Materials and Methods: This is a descriptive-analytical and cross-sectional study. Using stratified random sampling method, 350 patients were selected from private hospitals in Tehran and Kerman in 2020. Data were collected through a questionnaire and the Stata software V.14 was used for data analysis.

Results: The average customer-based brand equity was higher in women, those with a degree lower than diploma, and in surgical treatment group. Different dimensions of hospital brand value including perceived quality (average), patient loyalty (average), brand image (good) and service brand value (very good) were evaluated and average customer-based brand equity received 76.38 points out of 100 and was at a high level.
Conclusion: Hospital brand value has an important effect on hospital marketing. Hospitals can take steps to attract and retain patients and can create a competitive advantage over others. The results showed the positive effect of perceived quality, patient loyalty, brand image and service brand value on customer-based brand equity.