Browse > Article

The Effects of Brand Image of Dental Clinics Perceived by Healthcare Service Users  

Cho, Soo Yeon (School of Business Administration, Korea Aerospace University)
Lee, Seung Chang (School of Business Administration, Korea Aerospace University)
Publication Information
Korea Journal of Hospital Management / v.24, no.1, 2019 , pp. 36-47 More about this Journal
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
dental clinics; brand loyalty; brand image; satisfaction;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Qasim S, Mohammad R. Siam, and Mohd Nizam bin M Sarkawi. The effect of CSR on brand loyalty: the moderating role of corporate reputation and mediates the brand image. Asian Journal of Empirical Research 2017;(10):251-259.
2 Albert N, Merunka D. The role of brand love in consumer-brand relationships. Journal of consumer marketing 2013;30(3):258-266.   DOI
3 Umar A, Bahrun R. The Mediating Relationship of Customer Satisfaction Between Brand Trust, Brand Social Responsibility Image with Moderating Role of Switching Cost. Advanced Science Letters 2017;23(9):9020-9025.   DOI
4 Algesheimer R, Dholakia UM, Herrmann A. The social influence of brand community: Evidence from European car clubs. Journal of marketing 2005;9(3):19-34.   DOI
5 Keller conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing 1993;57(1):1-22   DOI
6 Kim JH, CHOI NH. A Study on Factors to Have Influence on Selecting a Local General Hospital Journal of Korean Industrial Economics and Business 2010;2(1):23-50.
7 Kim SU, Kim MH. The Effects of Brand Image on Brand Trust and Customer Satisfaction in Healthcare Services korea Research Academy of Distribution and Management, 2011;14(4):158-185
8 Yang ZH, Kim SB. The Effect of Brand Authenticity Perceived by Customer on Brand Trust and Brand Loyalty - Focusing on Network F,l;ranchise Dental Clinic's in Medical. Korean Society of Hospital Management 2015;20(3):1-12
9 Parasuraman A, Grewal D, Voss GBaker J. The influence of multiple store environment cues on perceived merchandise value and patronage intentions Journal of marketing 2002;66(2):120-141.   DOI
10 Health Insurance Review & Assessment Service. The Result of ʻMedical Statistics Informationʼ [Internet]. Wonju: Helth Insurance Review & Assessment Service; 2018[cited 2018 OCT 1]. Abailable from http://opendata.hira.or.kr/home.do.
11 Kim SS, Kim MH. The Effects of Brand Image on Brand Trust and Customer Satisfaction in Healthcare Services. korea Research Academy of Distribution and Management review 2011;14(4):158-185.
12 Kang CK, Pakr YR. Impact on the quality of service perceived brand image and loyalty of hospital. Customer Satisfaction Management 2016;18(3):83-97.
13 Lim HY, Hwang. IK, Suh WS. Structural Relationship among Service Value, Brand Image, and Patients Revisits in Regional Public Hospitals in Korea. The Journal of the Korea Contents Association 2010; 10(11):304-317.   DOI
14 Wilson A. Zeithaml VA. Bitner MJ. & Gremler, D. D. Services marketing: Integrating customer focus across the firm: McGraw Hill;2012.
15 Shin OS. Cho CH. An Effect of Korean Medicine Hospital Medical Service and Image on Revisit Intention Health Service Management 2016;10(2).
16 Mosadeghrad AM. Factors influencing healthcare service quality. International journal of health policy and management 2014;3(2):77.   DOI
17 Wilson A. Zeithaml VA. Bitner MJ. & Gremler DD. Services marketing: Integrating customer focus across the firm: McGraw Hill 2012.
18 Kang CH, Rhee KU, Kang HG. A study on the Effects of Core Factors of Medical Service Quality on Customersʼ Intention of Reuse 2013;The Korean Academic Association of Business Administration 2013;26(9):2227-2251.
19 Zhang Y. The impact of brand image on consumer behavior: a literature review. Open journal of business and management 2015;3(1).
20 Yoo YJ. The Effect of Servicescape on Customer Satisfaction and Brand Loyalty in Franchise Coffee Shops: The Mediating Effect of Brand Image. The Journal of the Korea Contents Association 2016; 16(6):785-801.   DOI
21 Roy D, Banerjee S. CARE-ing strategy for integration of brand identity with brand image. International journal of commerce and management 2008;17(1/2):140-148.   DOI
22 Michael J, Bearden, W. Reference group influences on product and brand purchase decision. The Journal of Consumer Research 2001;9.
23 Park C. S, Srinivasan, V. A survey-based method for measuring and understanding brand equity and its extendibility. Journal of marketing research 1994;271-288.
24 Aaker D.A. Managing brand equity: Simon and Schuster;2009.
25 Alwi S. F. S.& Kitchen, P. J. Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes? Journal of Business Research 2014;.67(11), 2324-2336.   DOI
26 He Y, Lai KK. The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence 2014;25(3-4):249-263.   DOI
27 Shabbir M.Q, Khan AA. & Khan, S. R. Brand Loyalty Brand Image and Brand Equity: The Mediating Role of Brand Awareness. International Journal of Innovation and Applied Studies 2017;19(2):416.
28 Thammawimutti A, Chaipoopirutana P. DS.The relationship between brand equity, product attributesand purchase intention: A study of Sony digital cameras in Bangkok. AU Journal of Management 2018;3(1):5-10.
29 Yoon SW, Yoon DI.A Role of Functional and Symbolic Image of the Brand Journal of the Korea Academia-Industrial cooperation Society 2015;16(3):1745-1752   DOI
30 Low G. S, Lamb Jr, C. W. The measurement and dimensionality of brand associations. Journal of Product & Brand Management 2000;9(6):350-370.   DOI
31 Alhaddad A. A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews 2015;5(3):137.
32 Emari H, Jafari A, Mogaddam M. The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management 2012;6(17):56-92.
33 Sasmita J, Mohd Suki N. Young consumersʼ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management 2015;43(3):276-292.   DOI
34 Esch FR, Langner T, Schmitt BH, Geus P. Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management 2006;15(2) 98-105.   DOI
35 Chaudhuri A, Holbrook, M. B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing 2001;65(2):81-93.   DOI
36 Chang CS, Chen SY, Lan YT. Service quality, trust, and patient satisfaction in interpersonalbased medical service encounters. BMC health services research 2013;(1):22.
37 Berry, L. L. Cultivating service brand equity. Journal of the Academy of Marketing Science 2000;28(1): 128-137.   DOI
38 Yoon SJ, Kim JH. An empirical validation of a loyalty model based on expectation disconfirmation. Journal of consumer marketing 2000;17(2):120-136.   DOI
39 Mittal V, Kamakura W. A. Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research 2001;38(1)131-142.   DOI
40 Kotler P, Keller K L. Marketing Management; 2006.