Journal of Digital Policy (디지털정책학회지)

The Society of Digital Policy and Management (한국디지털정책학회)
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A study on the Effect of Brand Assets on Word of Mouth Intention according to Digital Customer Experience: -Focusing on Network Specialized Hospitals-

디지털고객경험에 따른 브랜드자산이 구전의도에 미치는 영향 -네트워크 전문병원 중심으로-

  • Se-Min Jo (Pusan National University) ;
  • Dong-Il Kim (Dept. of Business Administration, Pusan National University)
  • Received : 2023.02.03
  • Accepted : 2023.06.20
  • Published : 2023.06.28
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Abstract

The purpose of this study is to emphasize the need for brand equity management to survive in a rapidly changing medical environment by identifying the impact of digital customer experience on brand equity and analyzing the influence of hospital brand equity on word-of-mouth (WOM) intention. The main findings are as follows. As a result of analyzing the effect of digital customer experience on brand equity, the relationship between aesthetic value and brand equity, functional value and brand equity, customer service value and brand equity all showed significant results. In addition, the relationship between brand equity and WOM intention also showed significant results. These findings have practical implications for revealing the importance of the digital service environment in building hospital brand equity, in strengthening relationships with customers and WOM activities, and suggesting the provision of customer services and benefits using digital technology.

본 연구는 급변하는 환경 속에서 생존을 위해 의료기관에 요구되는 브랜드자산관리의 필요성을 강조하기 위해 병원의 디지털고객경험이 브랜드자산에 미치는 영향을 파악하고 나아가 병원의 브랜드자산이 구전의도에 미치는 영향을 분석하였다. 본 연구는 디지털고객경험이 브랜드자산에 미치는 영향을 분석한 결과, 시각적 요인과 브랜드자산, 기능적 요인과 브랜드자산, 고객 서비스 요인과 브랜드자산과의 관계에 대한 경로는 모두 유의한 결과를 보였다. 또한 브랜드자산과 구전의도의 관계에 대한 경로 역시 유의한 결과를 보였다. 이러한 연구결과는 의료기관의 브랜드자산 구축과 기존 고객과의 관계 강화 및 가치창출행위와 관련된 고객의 구전의도를 위해 디지털 서비스 환경의 중요성을 강조하고 디지털 기술을 활용한 고객서비스 및 혜택의 제공을 제안하는 것에 시사점과 연구의 의의가 있다고 할 수 있다.

Keywords

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