BMC health services research
The mediating role of physician branding in the effect of Word-of-mouth marketing on hospital preference.
Ali Göde, Yunus Emre Öztürk
Published: 202610.1186/s12913-025-13998-7
Abstract
BACKGROUND: Patient decisions in healthcare services are increasingly shaped by interpersonal communication and shared experiences. Word-of-mouth communication is among the most influential non-commercial information sources guiding hospital preferen…
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