Sustainable competitive advantage and brand image: Explaining the role of marketing strategy and social interactions

Nowadays, with the intensification of competition in various business areas, especially service industries, organizations achieve their goals such as creating a positive attitude in the target community, creating customer satisfaction with the services provided, and ultimately gaining more profit, seeking to create and use Optimized for their competitive advantage over competitors. This is especially true in the private sector, given the important position of the customers, and it can be argued that the more their competitive advantage is more stable, they can be more successful in this regard. Considering the importance of this issue and the necessity of examining the effect of sustainable competitive advantage on brand image of the organization, the present study has been conducted with a descriptive / survey approach and with a developmental and applied purpose. More than 489 questionnaires were distributed among customers and users of private hospitals in Mazandaran province. In the validity of the questionnaire, the content / content validity and convergent and divergent validity were used. To determine its reliability, Cronbach's alpha method (84%) and combined reliability method (81%) were used. The results of the research showed that the sustainable competitive advantage of an organization can be influenced by brand marketing strategies through appropriate marketing strategies, which depends on the social interactions of customers as a moderating variable.