The Effects of Accreditation Program for Healthcare Organizations on Brand Loyalty

의료기관 인증이 브랜드 충성도에 미치는 영향

  • 윤서중 (백석예술대학교 경영행정학부 의료행정과) ;
  • 김영훈 (을지대학교 의료경영학과)
  • Received : 2016.08.21
  • Accepted : 2016.09.07
  • Published : 2016.09.30

Abstract

This study is to check up weather a brand of accreditation program for healthcare organizations recognized by the consumers as users of the healthcare organizations has effects for healthcare organizations' brand trust, attitude, and loyalty. This study suggests the hypothesis that a brand value of accreditation program for healthcare organizations gives the positive effect for the brand trust, attitude and loyalty, and that the brand trust and attitude of healthcare organizations which gain a brand of accreditation program for healthcare organizations cause the brand loyalty. To verify the hypothesis, this study made a questionnaire by using a measuring instrument for the brand value, trust, attitude and loyalty which come from the former study. This study carried out an analyzing method such as frequency analysis, reliability analysis, confirmed factor analysis and structural equation model to verify the hypothesis. From hypothesis verification, emotional and social brand values of accreditation program for healthcare organizations gave a positive effect to the brand trust and attitude on healthcare organizations. Its functional value did not give an effect to a brand attitude but gave a positive effect to healthcare organizations' brand loyalty. Emotional and social brand values of accreditation program for healthcare organizations did not give an effect to the brand loyalty. The brand trust and attitude of the healthcare organizations which gained accreditation program for healthcare organizations gave a positive effect to the brand loyalty on healthcare organizations.

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