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KMID : 0926620140190020055
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Korean Journal of Hospital Management
2014 Volume.19 No. 2 p.55 ~ p.65
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The Effects of Brand Evidence on the Customer Satisfaction and Brand Verdict in Hospital
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Yang Zheng-Hua
Kim Sae-Bum
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Abstract
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The objective of this study is to identify the effect of brand evidence on customer satisfaction, and the effect of customer satisfaction on brand verdict in case of hospital management. To achieve this objective, 250 hospital customers were surveyed in Busan and Gyeongnam province. Of these, 220 respondents were used for the analysis. The research results show that brand name, employee service, core service and feelings have a positive effect on customer satisfaction. However, services cape failed to affect customer satisfaction.
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KEYWORD
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Brand Evidence, Customer Satisfaction, Brand Verdict, Medical Hospital
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