查詢結果分析
來源資料
頁籤選單縮合
題名 | 探討品牌信任之前置因素與結果--以醫療服務業為例=Examination the Antecedents and Consequences of Brand Trust--An Empirical Study on Healthcare Service Industry |
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作者 | 陳靜誼; 黃飛虹; 呂昀霖; 林翔蕙; 陳怡方; Chen, Ching-i; Huang, Fei-hong; Lu, Yun-lin; Lin, Siang-huei; Chen, Yi-fang; |
期刊 | 華醫學報 |
出版日期 | 20160600 |
卷期 | 44 2016.06[民105.06] |
頁次 | 頁22-37 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌塑造; 品牌信任; 品牌擁護; 醫療照護; Branding; Brand trust; Brand advocacy; Health care; |
中文摘要 | 品牌經營對醫療照護組織而言是關鍵因素之一,對醫院而言,好的品牌塑造是影響消費者行為的重要指標。本研究欲探討醫院品牌信任的前置因素以及對品牌擁護的影響。本研究以問卷調查法,研究對象為參加社區健康促進活動之民眾,發放260份問卷進行調查,有效問卷為224份,有效問卷回收率為86.2%。採用偏最小平方法進行資料分析。研究結果顯示民眾對醫院的品牌態度、知覺服務品質、品牌聲譽、顧客導向行為對品牌信任有顯著正向影響;品牌信任對品牌擁護亦顯著正向影響。結論:當民眾對醫院品牌產生信任時,則會產生認同感並且產生積極的口碑傳播方式成為品牌的擁護者。本研究結果可提供給醫院管理者在發展成功的品牌塑造策略之參考。 |
英文摘要 | Brand management is one of the important key factors for health care organizations. Hospital with strong branding will be an index for affecting the consumer behavior. The purpose of the study is to explore the antecedents of trust and the impact of trust on brand advocacy. A total of 260 questionnaires were distributed to the community health promotion activity and 224 were returned, yielding a response rate of 86.2%. The data were analyzed with the partial least squares method. Results indicate that brand attitude, perceived quality, brand prestige and customer-oriented behavior are key variables in establishing brand trust in consumer brand relationships in a health care context. Once brand trust is achieved, consumers may come to identify with the health care provider’s brand. When such a phenomenon takes place, consumers can serve as advocates for the brand by actively promoting it via word-of-mouth. The findings provide insight for health care managers in developing successful branding strategies for health care organizations. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。