AHP를 이용한 부산지역 네트워크 치과 의원의 브랜드 이미지 선호요인에 관한 연구

It is now more important for hospitals to build the image of hospital Brand. Many of clinics are trying to association with other clinics, then clinic network is seem to be spread quickly in recent 7 years, especially in dental clinics. In this study, we examined two issues. First, we researched relative priorities of preference that every network clinic has and their global weights using by AHP. Secondary, we also evaluated characteristics of elements of brand preference that each network dental clinic has. We choose three dental clinics of Busan area-Ye, Moa, Mir among all dental networks, these are older and larger numbers than others. To evaluate relative priority, we devised the model using the AHP and we assured the validation. we constructed the evaluation model that identified its evaluation factors of brand images by Keller(1993). We derived the relative weights and priorities of 9 evaluation factors using the AHP, which is a useful tool to quantify the subjective judgements rationally. Then we got the results, experience is the most important then function is next, credibity, price, market leader, reputation, expert opinion, and trademark is the least important. It is same results by constant sum scale. The characteristics of elements of brand preference that each three network dental clinic has are not significant. It is because network brand is not familiar to medical consumers. Nevertheless most of them responded they would visit network dental clinics next time so they prefer network rather than non-network dental clinics.