의사-환자 커뮤니케이션 유형과 병원의 사회적 책임 활동 평가가 병원 브랜드 자산 인식과 의료서비스 지속이용의도에 미치는 영향

Purpose : The purpose of this study is to examine the effect of doctor-patient communication type and hospital‘s SR(Social Responsibility) evaluation on the hospital’s brand equity awareness and the patient’s intention on continued use of its services. Methods : A causal relationship between each variable was identified through a survey of a total of 160 outpatients at the hospital. Results : As a result of the analysis, among the communication types between doctors and patients, only the cooperative type and the professional type showed a positive causal relationship with brand awareness, image and quality regarding hospital’s brand equity awareness. Also, in case of patient’s intention on continued use of medical services, only emotional and professional communication types showed statistically significant influence. In case of hospital SR evaluation, it was confirmed that only the evaluation of economic responsibility and ethical responsibility had a positive effect on both brand equity awareness and intention on continued use of medical services. Finally, as for the effect that hospital brand equity awareness has on the patient’s intention to continue using services, only the brand quality shows a significant effect. Conclusion : Quality evaluation of medical services shows that there are some core values and functions that cannot be compromised in operating a medical business.