의료관광 서비스품질이 브랜드자산과 추천의도에 미치는 영향 : 몽골의료관광객을 중심으로

Abstract

The purpose of this research is presented the suggestions that medical tourism hospitals through the study of how any impact of the quality of service on the brand equity and the recommendation Purpose of the medical tourism hospitals aimed at Mongolia Medical tourists how can increase brand equity. Through the result of regression analysis are as follows. First, the quality of service was shown to influence the Brand Equity Implications This shows that in order to strengthen the brand of medical tourism hospitals that it is to improve the quality of hospital services lacking. Second, the quality of service will be able to increase the recommendation purpose of the hospital by the hospital's expertise in medical tourism appears woke Among represents the greatest impact is primarily to enhance the professionalism of the hospital to affect the recommendation purpose. Third, brand equity appeared to affect the recommendation purpose. Therefore, medical tourism hospital is expected to be able to get the power to attract medical tourists through the management and continuous improvement of brand equity.