Effects of Hospital Brand Equity on Perceived Value and Revisit Intention

• Main Authors: Jhih-Yi Huang, 黃至以
• Other Authors: 林能白
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/47575413430184418647

碩士 === 國立臺灣大學 === 健康政策與管理研究所 === 101 === Background：The concept of customer-based brand equity (CBBE) has been discussing for a long time in marketing literature. However, there are few empirical studies that attempt to examine the notion of it,especially in medical service. Owing to NHI in Taiwan,the medical environment gets so competitive that has left many hospitals shut down. Therefore, the operation of the medical industry is supposed to use its unique way to satisfy their customers as well as appropriate business strategies. To Fill this gap, this study provides an empirical investigation of CBBE in influencing, through perceived value and revisit intention. Purpose：The main objective of this study is to understand effects of hospital brand equity (brand association, brand loyalty, perceived quality,and intellectual capital) on perceived value and revisit intention in Taiwan. The model aims to examine the mediate effect of perceived value to strengthen outpatients’ revisit intention. Evantually,the study examine customer characteristics as moderators of the relationship between hospital brand equity and perceived value. Methodology：Sample data sets from outpatients who go to a specific medical center in Taipei city . Self-administered surveys were distributed to 330 outpatients and yielded a total of 320 complete usable questionnaires. Many of the instruments used to measure the constructs involved in this study were adapted from the existing literature. Descriptive statistics including mean and standard deviation of each variable used in the proposed model were presented. The assessment of the measurement properties of the scales and the test of the hypothesized relationships presented in the conceptual model. Results：All hospital brand equity(brand loyalty,perceived quality,and intellectual capital) except brand association positively affected perceived value and revisit intention. In particular, effects of hospital brand equity on revisit intention was mediated by perceived value were supported except brand association.Customer characteristics as moderators of the relationship between hospital brand equity and perceived value were partially supported.