In the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to examine the effectiveness of sale promotions on the brand equity of ETKA chain stores. Therefore, a sample of 500 people among the customers of these stores in Tehran was examined. The achieved information obtained from the questionnaire was analyzed through structural equation modeling. The results showed that monetary and non-monetary promotions could influence on brand association, brand awareness and the perceived quality. On the other hand, it came out that brand association and the perceived quality are influential on brand loyalty. At last, a few suggestions were presented based on the results of this research.

BACKGROUND: Hospitals are a significant part of the health system, so their performance is always measured based on some factors such as patient satisfaction and their safety level. AIM: The present study was aimed to examine the relationship between patient safety culture with patient satisfaction and hospital performance. MATERIALS AND METHODS: This descriptive–analytical, cross-sectional study was performed on 240 patients, 240 staff and 20 hospital managers in Shafa hospital of Kerman, Iran, in 2020. To collect data, the patient safety culture, the patient satisfaction, and the hospital performance questionnaires were used. The data were analyzed by SPSS and PLS software; to measure the research model, structural equation models and confirmatory factor analysis were used. RESULTS: The variable “patient satisfaction” and its components had a high mean, with the component “the treating physician” having the highest mean. The variables “patient safety culture and hospital performance” had a medium mean. There was a significant positive relationship between patient safety culture–hospital performance, patient safety culture–patient satisfaction, and patient satisfaction–hospital performance. CONCLUSION: The patient satisfaction level was appropriate in the studied center, and a positive and significant relationship was found between patient safety culture and patient satisfaction and hospital performance.