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KMID : 1002520110050010061
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Korean Journal of Health Service Management
2011 Volume.5 No. 1 p.61 ~ p.75
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A Study on the Preference of Hospital Names in Korea
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Lee Kwang-Soo
Hong Sang-Jin
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Abstract
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This study purposed to analyze the preference of names in Korean hospitals. Names were analyzed in terms of hospital’s characteristics such as hospital type, location, ownership. Also, multivariate regression analysis was applied to assess how the amount of information measured from their names was varied by the hospitals’ internal characteristics. Yearbook of Korean Hospital Association in 2008 was used to collect the study data. The full name of hospitals was divided into meaningful words to investigate the preferred words. The amount of information in hospital names was measured based on the number of words extracted. The study results showed that hospitals preferred different words depending on their characteristics. The amount of information contained in hospital names tends to decrease between before and after year 2000. Korean hospitals increased the uses of Hangeul and foreign words for their names in recent years. These changes were considered as the responses of Korean hospitals to increase competitive advantages by establishing unique brand power.
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KEYWORD
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Hospital, Brand Name, Preference
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