Investigating the Relationships among Medical Quality, Relationship Quality and Brand Value

Because of changes in the environment, the medical world has become more and more competitive. How to strengthen one’s own “brand” value, or how strengthen one’s competitiveness, is now the number one goal in medical groups. Because medical service exists in the intangibility, perishability, inseparability and variability, etc, therefore the customer’s heart exists in a very high level of uncertainty and conscious risk. The brand’s main ability is to help the consumer to reduce the conscious risk and information capital in the world of incomplete or unsuitable information. Therefore, the medical organizations can use the brand form’s competitor, allowing the people to significantly and wholeheartedly believe that the hospital can heal them. Managers need to view the importance and value of the hospital brand using a new point-of-view. Apart from this, in discussing the period wherein the customer is supreme, much importance is given to the quality of medical services provided to outpatients every day. It seems that the quality of medical services provided has become the “assistance” that helps the hospital bridge the gap and reach quality standards. In this study’s review of related literature, it discovered that the quality of medical services can influence the relationship quality between the customer and the hospital, and then influence the customer’s judgment with regards to the brand value of the hospital. Aside from that, because the consumer’s degree of involvement varies, the required services vary as well. Therefore, involvement will affect moderately the relationship between the quality of medical services and relationship quality. Overall, we pursue three goals in this study. First, this study examines the relationship between medical quality and relationship quality. Second, this study examines the relationship between relationship quality and brand value. Third, this study examines the effect of customer involvement on the relationship between medical quality and relationship quality.

Project ID:PF9709-0825
External Project ID:NSC97-2410-H035-036