Servicescape Factors Affecting Consumer’s Brand Image and Brand Loyalty: Focused on the General Hospital Industry in Korea

Objective: The objective of the study is to provide tertiary medical centers or general hospitals in Korea with theoretical basis byanalyzing the effect of servicescape factors, which will be helpful for medical institutions to enhance brand image and brandloyalty by consumers. Design: An empirical studyMethods: To prove the model, I conducted a questionnaire survey analysis. Items for measurement have been extracted fromseveral related studies on medical industry and some of other service industries. The survey target has been set by conveniencesampling method and consists of citizens reside in Seoul and Gyeonggi-do Province, and total number of 165 samples have beenanalyzed. Factor analysis and reliability analysis have been conducted to verify validity and reliability, and for hypothesesverification, multiple regression analyses have been performed. Results: Servicescape factors consist of Pleasance(X1), Cleanliness(X2), Aesthetics(X3), and Equipment Recency(X4). Tosummarize the results of analyses, X1, X2, and X4 have been proved to have positive relations with brand image and all factorshave been proved to have positive relations with brand loyalty. Also, brand image has been founded to affects positively to brandloyalty. Conclusions: Servicescape factors are significantly related to brand image and brand loyalty. So general hospitals should be aware of this and try to enhance servicescapefactors for attaining competitive advantage.