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Brand equity in hospital marketing |
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| Authors: | Kyung Hoon Kim Dong Yul Kim Suk Hou Kang |
| Institution: | a Changwon National University, South Korea b Changwon Joongang Hospital, South Korea c Korean Economy and Management Development Institute, South Korea d Department of Business Administration, College of Business, Chosun University, 375 Seosuk-Dong, Gwang Ju, South Korea e Hanyang University, Hak Il Moon, LG Electronics, South Korea |
| Abstract: | Health care marketers face unique challenges around the world, due in part to the role the health care field plays in contributing to public welfare. Hospital marketing in Korea is particularly challenging since Korean law prohibits hospitals from running any advertising. As a result, Korean hospitals depend heavily on customer relationship management (CRM). This study identifies five factors that influence the creation of brand equity through successful customer relationships: trust, customer satisfaction, relationship commitment, brand loyalty, and brand awareness. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well. |
| Keywords: | Brand equity Influencing factors of brand equity Hospital image Customer relationship management (CRM) Hospital marketing |
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