Korea Journal of Hospital Management (한국병원경영학회지)
- Volume 19 Issue 2
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- Pages.55-65
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- 2014
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- 1226-6299(pISSN)
The Effects of Brand Evidence on the Customer Satisfaction and Brand Verdict in Hospital
병원 브랜드 증거가 고객만족과 브랜드 판단에 미치는 영향
- Yang, ZhengHua (Department of Business Administration, Graduate School of Gyeongsang National University) ;
- Kim, Saebum (Department of Business Administration, Graduate School of Gyeongsang National University)
- Received : 2014.04.14
- Accepted : 2014.06.17
- Published : 2014.06.30
Abstract
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.