CRM과 상표자산에 관한 연구 - 병원이용 고객을 중심으로

Relationship between CRM and Brand Equity in Hospitals

&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;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.