Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
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The Effects of Brand Image of Dental Clinics Perceived by Healthcare Service Users

치과클리닉에 대한 의료 소비자의 브랜드 이미지가 충성도에 미치는 영향 - 수도권의 의료 소비자 중심으로 -

  • Cho, Soo Yeon (School of Business Administration, Korea Aerospace University) ;
  • Lee, Seung Chang (School of Business Administration, Korea Aerospace University)
  • 조수연 (한국항공대학교 경영학부) ;
  • 이승창 (한국항공대학교 경영학부)
  • Received : 2018.11.22
  • Accepted : 2019.03.11
  • Published : 2019.03.30
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Abstract

Purposes : The purpose of this study is to analyze empirically the consturct development of brand trust in dental clinic service and its influence on both satisfaction and brand loyalty of clinic users in Seoul area. Methodology : To test the hypotheses, the structured instrument was employed to question to patients and their guardians who had used dental clinics in the metropolitan area. 207 cases were analyzed with structural equation method through SPSS 18.0 and AMOS 22.0, and findings of the test as follows. Findings : Firstly, both functional and associative images had a positive impact on the brand trust. Especially we found the influence of functional images was greater than that of the brands' associative images. Secondly, the satisfaction of dental clinic users had greater positive influence on the clinics with greater trust. Thirdly, the higher the satisfaction of health service consumers, the more positive effect on brand loyalty. This relationship between the satisfaction of dental clinic users and brand loyalty match the findings of previous studies on relations of similar variables. Practical Implications : This study shows that with greater satisfaction, the referral rate and the revisit rate of users would increase. This implies that dental clinics need to take appropriate actions to build brand trust with advertising and/or PR strategies for a good brand image. It would be necessary to research further expected variables that influence users' brand loyalty in the service, such as the dentists' level of expertise, their relationship level with customers, the quality of dental services and et al..

Keywords

References

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