The Korean Journal of Health Service Management (보건의료산업학회지)

Korea Society of Health Service Management (보건의료산업학회)
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The Effects of Hospital Brand Equity on Trust and Relationship Commitment of Customers

중소병원의 브랜드자산이 방문고객의 신뢰 및 관계몰입에 미치는 영향

  • Lee, Eun-Ju (Department of Health Sciences, Graduate School, Kosin University) ;
  • Park, Jae-Sung (Department of Health Care Administration, Kosin University) ;
  • Kim, Nan-Young (Department of Health Sciences, Graduate School, Kosin University)
  • 이은주 (고신대학교 대학원 보건과학과) ;
  • 박재성 (고신대학교 의료경영학과) ;
  • 김난영 (고신대학교 대학원 보건과학과)
  • Received : 2015.05.11
  • Accepted : 2015.06.19
  • Published : 2015.06.30
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Abstract

The objective of this study was to verify the effects of brand equity of small & medium hospitals on trust and relationship commitment and mediation effect of trust in the relation between brand equity and relationship commitment. For testing reliability and validity of the measurement tool, Cronbach's ${\alpha}$ and confirmatory factor analysis was used, respectively. A structural equation model was applied for verifying the study model suggested. Out of 450 questionnaires distributed, 439 was returned. On the study results, brand image and perceived quality positively determined trust of customers for small & medium hospitals. Customers' trust also has a positive effect on relationship commitment. Brand awareness positively influence the levels of relationship commitment. Moreover, a mediation effect was identified. Customers' trust mediated the effects of brand image and perceived quality on relationship commitment of hospitals customers. On conclusions, relationship commitment was determined, either directly or indirectly, by brand image and perceived quality, while trust mediated the their relationship. Thus, hospitals management may use the concepts of brand equity and trust as a key success factor of their business purposes.

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