CRM과 상표자산에 관한 연구 - 병원이용 고객을 중심으로

• 영문명: Relationship between CRM and Brand Equity in Hospitals
• 발행기관: 한국마케팅과학회
• 저자명: 김경훈(Kyung Hoon Kim) 김강식(Kang Sik Kim) 김동율(Dong yul Kim) 이종찬(Jong Chan Lee) 김판준(Pan Jun Kim)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 803~815쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.11.30

영문 초록

  Brand Equity is one of the most important and popular subjects in marketing. But brand equity has seldom been studied in hospital industry. Customer relationship management became important management tool for marketing practicioners in Korean hospital industry since Korean hospitals are legally not allowed to conduct any advertising activity. Customer capital can be as a result of brand equity management in hospitals. This paper tries to propose a research model which can explain relationships between CRM, brand equity and customer capital.
  Purposes of this research are 1) to review past researches in CRM, Brand Equity and Customer Capital, 2) to propose research hypotheses and construct the research model.

목차

Ⅰ. 문제의 제기
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 가설설정
Ⅳ. 연구의 기대효과
Ⅴ. 참고문헌