정부기관 브랜드 이미지와 정체성 간의 갭 및 고객 만족도와의 관계

The purpose of this study was to answer three research questions; How will the common scale of brand image and identity of government agencies differ from that of private corporations? What are sizes of brand image and identity of government agencies, and the gaps of the two of each of the government agencies? And what effects do they, image and identity, make on customer satisfaction with the agencies? For this, three government agencies, police stations, health clinics, and post offices, were selected as research subjects while considering the distinct nature of their tasks. A questionnaire survey method was employed to collect data. Brand image and identity of an agency were measured by the common scale of the two newly developed by modifying the existing ones through a focus group interview, and customer satisfaction was measured by National Customer Satisfaction Index. The total 2,899 responses to the three government agencies were received and examined. The results of an analysis and their implications were discussed. This study contributes to identifying how much the theories and explanations developed by marketing sector research on relationships between brand image, identity and customer satisfaction can be applied to government agencies as they are.