한국병원경영학회지 (Korea Journal of Hospital Management)
- 제19권2호
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- Pages.55-65
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- 2014
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- 1226-6299(pISSN)
병원 브랜드 증거가 고객만족과 브랜드 판단에 미치는 영향
The Effects of Brand Evidence on the Customer Satisfaction and Brand Verdict in Hospital
- Yang, ZhengHua (Department of Business Administration, Graduate School of Gyeongsang National University) ;
- Kim, Saebum (Department of Business Administration, Graduate School of Gyeongsang National University)
- 투고 : 2014.04.14
- 심사 : 2014.06.17
- 발행 : 2014.06.30
초록
The objective of this study is to identify the effect of brand evidence on customer satisfaction, and the effect of customer satisfaction on brand verdict in case of hospital management. To achieve this objective, 250 hospital customers were surveyed in Busan and Gyeongnam province. Of these, 220 respondents were used for the analysis. The research results show that brand name, employee service, core service and feelings have a positive effect on customer satisfaction. However, services cape failed to affect customer satisfaction.