Salehnia M¹ * ( PhD Student ), kazemi M² (PhD), Ahmadi Jazi S³ (MBA)

  ¹ Department of Management, Faculty of L aw and Administration Sciences ,

  Islamic Azad University of Birjand, Birjand, Iran

  ² Department of Management, Faculty of E conomics and Administration Sciences,

  Ferdowsi University of Mashhad, Mashhad, Iran

  ³ D evelopment and Support of Human Resource Organization,

  Isfahan University of Medical Sciences, Isfahan, Iran

  Received: 21 Dec 2011, Accepted: 13 Dec 2012

  Abstract

  Introduction: Favorable image in a market can be considered as a valuable asset for an organization. It cannot be achieved easily however can be lost easily. Therefore, managers of organizations, as an important sector of every society, must try their best to introduce a desirable image of their organization in their customers’ minds using appropriate approaches and achieve organizations’ goals and customers’ satisfaction.

  Methods: In this descriptive study, patients were selected from twelve hospitals affiliated to social security organization and Isfahan University of Medical Sciences. Data were gathered using two questionnaires related to physical environment and image and were analyzed using the LISREL, and SPSS. Results: The combination of linear regression output and factor analysis tests’ results, in format of the final model of this study has been represented regarding the effect of physical environment of hospital on its image in customers’ view. It indicated that there were strong and significant relationships between the study variables.

  Conclusion: In order to improve images of hospitals in customers’ mind, physical environment including environmental condition, hospital atmosphere, handcrafts and other applied elements should be considered.

  Key words: image, hospital, customer, physical environment, factor analysis