<![CDATA[Background: Patient selectivity in choosing hospitals has significant implications for newly established healthcare facilities. Although previous studies have identified factors influencing hospital selection, limited evidence has examined the key determinants of patient selectivity and trust toward newly established hospitals. Objectives: This study aimed to determine which dimensions of hospital brand image influence patients' healthcare service preferences. Methods: This research employed a cross-sectional design involving a sample of 98 patients recruited through consecutive sampling consecutive sampling. Measurements were conducted using a modified brand image questionnaire and a modified patient preference questionnaire. Data were analysed using the chi-square test, and variables significantly associated with healthcare service preference were entered into a multivariate logistic regression model to identify independent predictors. Results: The univariate results show that the hospital brand image indicator with the highest average was health care provider (3.42) include doctors and nurses. The bivariate analysis revealed two hospital brand image indicators with significance values of p≤0.250, include the director's reputation (p = 0.139) and hospital identity (p=0.190). Logistic regression analysis showed that Patients with a positive perception of the director's reputation were significantly more likely to choose healthcare services (p = 0.006). In addition, hospital identity was a significant predictor of healthcare service selection, with patients perceiving moderate (p = 0.017) or poor hospital identity (p = 0.001) being significantly less likely to choose the hospital than those perceiving a good hospital identity. Conclusions: A strong director's reputation and a positive hospital identity were identified as significant predictors of patients' healthcare service preferences. These findings suggest that hospital management should strengthen leadership credibility and reinforce a positive hospital identity through transparent governance, consistent service quality, effective communication, and strategic branding initiatives to enhance public trust, improve patients' healthcare service preferences, and increase the competitiveness of newly established hospitals.]]>
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