Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Effects of Public Perception of Emergency Medical Service on Brand Equity of the Public Health System

응급의료서비스에 대한 대중의 인식이 공공의료시스템 브랜드 자산에 미치는 영향

  • Received : 2021.08.05
  • Accepted : 2021.09.23
  • Published : 2021.09.30
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Abstract

This study examines the effects of the public's perception of emergency medical service (EMS) on the public health system's brand equity and the moderating effect of governance on this relationship using Keller's customer-based brand equity model. It uses four EMS functions: rescue/first-aid and transfer activities; disaster prevention, preparation, and response activities; educational activities in urgent situations; and medical treatment in emergency rooms to examine the effects of them on brand meaning of the public health system. Our findings are important for understanding the public as customers of the public health system and devising and/ or adapting healthcare policies and marketing strategies to develop brand equity and increase customers' loyalty to the public health system.

Keywords

Acknowledgement

This work was supported by the research fund of Hanyang University(HY- 202000000003405).

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