Earticle

초록

영어

The purpose of this study was to investigate the effects of a medical institution's brand equity on the users' trust and brand loyalty and further on price premium with trust and brand loyalty as the parameters. For that purpose, a survey was taken among 448 people that used service at university hospitals, general hospitals, and hospital in Busan. The results show that such brand equity components as the associated image of the brand and perceived quality had significant influences on relationships with trust with the latter having the greatest influences. Brand recognition, associated image of the brand, and perceived quality all had significant impacts on brand loyalty. The associated image of the brand had the biggest impacts, being followed by perceived quality and brand recognition in the order. Trust had positive impacts on brand loyalty according to the survey results about the quality of relationships with consumers, which suggests that medical institutions can increase their users' brand loyalty and intention for re-use by promoting their trust in them. While brand loyalty turned out to have statistical significance on the users' price premium, trust did not.

목차

Abstract
 Ⅰ. 서론
  1. 연구의 필요성
  2. 연구의 목적
 Ⅱ. 이론적 배경
  1. 브랜드 자산에 관한 연구
  2. 신뢰 및 브랜드 충성도와 관련된 연구
  3. 가격 프리미엄과 관련된 연구
 Ⅲ. 연구방법
  1. 연구모형 및 가설
  2. 연구대상
  3. 설문지 구성
  4. 신뢰도 및 타당도 검증
 Ⅳ. 연구 결과
  1. 연구 대상자의 일반적 특성
  2. 가설검증
 Ⅴ. 결론 및 시사점
 참고문헌

키워드

저자

• 오창석 [ Chang-Seok Oh | 대동대학 병원서비스경영과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  보건의료산업학회지 [The Korean Journal of Health Service Management]

• 간기

  계간

• pISSN

  2093-5986

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 517 DDC 613