디지털정책학회지 (Journal of Digital Policy)

한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

디지털고객경험에 따른 브랜드자산이 구전의도에 미치는 영향 -네트워크 전문병원 중심으로-

A study on the Effect of Brand Assets on Word of Mouth Intention according to Digital Customer Experience: -Focusing on Network Specialized Hospitals-

  • Se-Min Jo (Pusan National University) ;
  • Dong-Il Kim (Dept. of Business Administration, Pusan National University)
  • 투고 : 2023.02.03
  • 심사 : 2023.06.20
  • 발행 : 2023.06.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

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.

키워드

참고문헌

  1. W. Lassar, B. Mittal & A. Sharma. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270
  2. D. A. Aaker. (1991). Managing brand equity. New York: The Free Press.
  3. D. A. Aaker. (1996). Building strong brands. New York: The Free Press.
  4. K. H. Shin. (2019). A study on the effect of hospital brand image on purchase intention. Art and Media Studies, 22(2), 67-73.
  5. K. H. Seo. (2014). A study on the effect of word of mouth on hospital evaluation and satisfaction of medical consumers - Focusing on the relationship between word of mouth recommenders and medical consumers -. Kyung Hee University Graduate School of Business Administration Doctoral Dissertation Theoretical & Applied Economics, 2(2), 91-104.
  6. W. H. Cho. (1992). Hanjung Kim, Sunhee Lee. 1992. A study on the criteria for selecting medical institutions. Journal of Preventive Medicine, 25(1), 53-63.
  7. Y. W. Yang. Jo. H. Yun. & J. B. Jeong. (2009). A study on the effects of e-CRM components of hospital websites on web brand experiential value, loyalty, and revisit intention. Internet E-Commerce Research, 9(4), 367-389
  8. C. H. Cho & B. S. Kang. (2006). The effect of hospital website service quality on customer satisfaction. Journal of Service Management, 7(4), 83-108.
  9. P. C. Verhoef, K. N. Lemon, A., Roggeveen, A. Parasuraman, M. Tsiros & L. A. Schlesinger. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
  10. R. J. Brodie, L. D. Hollebeek, B. Juri, Ili, A. 2011. Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
  11. Luo, M. M., Chen, J. S., Ching, R. K., Liu, C. C. 2011. An examination of the effects of virtual experiential marketing on online customer intentions and loyalty. The Service Industries Journal, 31(13), 2163-2191.
  12. B. G. Jung & S. H. Jung. (2019). The Effect of Digital Customer Experience Attributes on Purchase: Focusing on the Moderating Effect of Conversion Intention. Internet Electronic Commerce Research,
  13. J. H.Steiger, 1980. Tests for comparing elements of a correlation matrix. Psychological bulletin, 87(2), 245.
  14. J. H. Yoon, J. B. Jeong & Y. M. Kim. (2008). A study on the effects of e-CRM components on e-shopping mall customer satisfaction, website revisit, and e-word-of-mouth. Information Systems Research, 17(1), 63-82. https://doi.org/10.5859/KAIS.2008.17.1.063
  15. J. M. Ahn & S. R. Han. (1999). Internet Shopping Mall Success Strategies: Configuration Design Characteristics and Marketing Functions. Information Systems Review, 1(2), 97-106.
  16. M. K. Lee. (2002). e-SERVQUAL - A tool for measuring consumer ratings of Internet service quality. Marketing Research, 17(1), 73-95. https://doi.org/10.1509/jmkr.39.1.73.18931
  17. M. S. Seo & S. H. Kim. (2002). A study on the relationship between Internet shopping mall characteristics and emotional responses. Marketing Research, 17(2), 113-145.
  18. P. C. Verhoef, K. N. Lemon, A. Parasuraman, A. Roggeveen, M. Tsiro & L. A. Schlesinger. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
  19. B. G. Jung & S. H. Jung. (2019). The Effect of Digital Customer Experience Attributes on Purchase: Focusing on the Moderating Effect of Conversion Intention. Internet Electronic Commerce Research, 19(3), 85-103.