醫療서비스 提供者와 利用者와의 關係品質에 관한 硏究

Abstract

As the rapid change of medical environment such as higher expectation level for better quality of medical services, various demand for medical care services, service competition among hospitals, the concern for health and etc, the assessment of medical services by customers became so important and such trend will be positively necessary to survive in future. Therefore personal and physical service factors will be the determinants of choosing a hospital to use. The goals of this study are to review medical services, relationship marketing and the effects of factors of medical service quality on customer's reuse and word of mouth intentions. To achieve the goals, empirical study was executed with the reviewing previous studies. Especially to check the hypothesis verification, 350 customers were given questionnaires of which 347 were returned and 14 were excluded of which 333 were used for final empirical analysis. This study consists of 5 chapters: (1) Introduction; (2) Theoretical Backgrounds : Factors of medical services, relationship marketing and relationship quality; (3) Study Design for Empirical Research; (4) Empirical Research and (5) Conclusions. Frequency for reporting the characteristics of sample, Structural Equation Modeling(SEM) for grasping the relationships among variables, the t-test and oneway ANOVA for making an inquiry regarding differentials among groups, by a statistical package, SPSS for Windows(Release 10.0) and AMOS(Ver 5.0), were used to analyze each variable. The hypothesis verification of the study can be summarized as follows: (1) The variables such as customer orientation, professionalism, interaction had significant effects on the variable of relationship quality while the variable of physical characteristics had not and the effect of the variable of interaction was the greatest among them. (2) The effect of relationship quality on the variable of reuse intentions was significant. (3) The effect of relationship quality on the variable of word of mouth intentions was significant. (4) There were significant difference for the variable of professionalism among groups according to the variables of age and for the variable of customer orientation among groups according to the variables of educational background. (5) There were significant difference for the variable of relationship quality among groups according to the variables of using hospital and examination part while no significant difference among demographic variables. The results suggest that hospitals should actively consider introducing the concept of customer-oriented marketing and the employees should practice their professionalism. This study, however, has the following limitations. First, the survey has been polarized, in Jeju only, which fact might bring about unfair verdict. Accordingly, we must expand our horizons farther into every regions and examination parts henceforth. Second, the major variables such as physical characteristics, customer orientation, professionalism, interaction, relationship quality, reuse intentions and word of mouth intentions were used in the empirical study.