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題名：品牌權益指標之建構：以某醫院為例
作者：許桂菊
作者(外文)：SYU, GUEI-JYU
校院名稱：中華大學
系所名稱：科技管理學系(所)
指導教授：王瑜哲
學位類別：博士
出版日期：2010
主題關鍵詞：醫療；品牌權益；指標建構；healthcare；brand equity；index construction
原始連結：連回原系統網址new window
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品牌最初的功能是用來區別銷售者間的產品或服務。但隨著消費者與品牌有了直接與間接的接觸，品牌在市場上便產生獨有的特色，創造出同時對企業與消費者上都有利的價值，即是品牌權益。然而至目前為止，學者對於品牌權益的構面結構仍未獲得一致共識。因此，本研究目的之一即為探索品牌權益的構面結構與問項。再者，過去研究著重於反映性指標關係，鮮少研究注意到另一種構面與題項間的關係—即指標性關係。由於指標性關係與反映性指標關係有著不同的統計性質，因此其建構流程及步驟有很大的差異。本研究另一目的為以形成性指標觀點來建構品牌權益指標。
台灣醫療產業近年來也發生重大的改變，尤其是民國八十四年實施全民健康保險，醫療院所經營競爭加劇，紛紛朝向大型化、集團化及連鎖化的型式發展。再加上隨著民眾愈來愈重視醫療品質，因此品牌權益對醫院日益重要，故本研究以醫院的病人為抽樣對象，選定台灣一家醫院，共發放280份問卷，第一階段先建立品牌權益的量表，第二階段進行形成性指標的建立。
本研究推論品牌權益具有四個構面，分別為品牌知名度、品牌聯想、知覺品質以及品牌忠誠度，透過一階與二階驗證性因素分析驗證構面與題項以及構面與構面間的關係，驗證品牌權益由四個構面所構成。接著進行形成性指標的建立，最後剩下五個指標，此五個指標不僅具有相當好的理論和統計性質，而且結果也相當的精簡。對該醫院而言，只要透過這五個精簡的題項就可以衡量出該醫院的品牌在消費者心目中的價值。最後本研究透過指標的權重值和題項的績效設計出「重要程度與績效分析」，使得管理者除了能隨時監測該醫院的品牌權益值外，還可以了解急需改善的因子包含哪些，如此便能以最少的資源做最有效率的改善。
The initial function of a brand name is to serve as a function to differentiate one company from another. However, as customers have more contacts with or understanding towards a brand name, the brand name starts to convey more value for both companies and customers (brand equity). Brand equity is the value that the brand name endows to the product. However, to date, researchers have no consistent consensus on the factor structure of brand equity. Accordingly, the first objective of the research is to explore the factor structure and content of brand equity. Moreover, previous studies emphasizes too much on reflective relations between a construct and its items (reflective indicators), few studies are aware of the potential appropriateness of formative indicators for operationalizing particular constructs. As reflective and formative indicators have quite different statistical properties, this study introduces and follows the index construction procedure to create a brand equity index.
The healthcare industry has undergone some major transformation recently, in particular, the introduction of National Health Insure program in 1995. The competition in healthcare industry has been quite intense ever since. Moreover, as customers are more aware of the healthcare quality, the management of brand equity for a hospital is very important. As a result, this study chooses one hospital as a sample and creates a brand equity index for it.
The study suggests that brand equity has four sub-constructs, including brand awareness, brand association, perceived quality and brand loyalty. The confirmatory factor procedure also supports the induction. After confirming the factor structure of brand equity, this study builds a brand equity index. The result reveals a parsimonious five-indicator brand equity index that can adequately capture the full domain of brand equity. The final brand equity index can measure how customers perceive the brand name. Moreover, the importance-performance analysis can also help managers to understand how to improve the healthcare quality of the hospital.
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