THE ROLE OF CONSUMERS’ TRUST IN THE RELATIONSHIP BETWEEN MARKETING MIX AND EFFECTIVENESS OF BRAND STRATEGY AT THAI NGUYEN INTERNATIONAL HOSPITAL

Abstract

This research aims to investigate the mediation role of consumers’ trust in brand in the relationship between marketing mix and brand strategy effectiveness in the International Hospital in Thai Nguyen province, Vietnam. The research sample consists of 188 employees and patients from hospital and they were requested to complete the biographical questionnaire. Exploratory factor analysis was used in this research and Pearson correlations were computed to investigate the relationship between the variables with the help of Statistical Package for Social Science. Results show that patients’ trust fully mediated the relationship between marketing mix and effectiveness of brand strategy. Finally, findings show that there was a great significant and positive effect between marketing mix and patients’ trust, especially the high service quality and facilities of hospital led patients to have a trust on its brand and moreover, all components of marketing mix strategy highly impacted the effectiveness of brand strategy. However, the hospital should apply highly-qualified medicine and treatment with reasonable price for increasing the effectiveness of brand strategy.