병원 서비스 품질이 고객의 이용의도에 미치는 영향

Abstract

ABSTRACT

The Effect of Hospital Service Quality on the Intention to Visit: Mediation Effect of Hospital Brand Image

Park Sun-Young Advisor: prof. Choi Seong-Woo,MD., Ph.D. Department of Health science Graduate School of Chosun University Today, the function and role of hospital organizations are getting more and more important, and they are continuously increasing. However in these days, lots of researchers expect to organize a variety of brand images for hospital organizations through various activities arranged by the organizations. Thus, this study will demonstrate the service quality and image of hospital brand may affect the trust and use intention. In addition, those factors to build the brand image are shown through usefulness, efficiency, affect, dynamism, typicality of the hospital image. In prior researches, trust was suggested as a dimension but this study separated trust with three-dimension: social benevolence, expertise, and integrity. Moreover, we tried to find how the trust are built with the image. According to this study, first, process quality positively influenced on the hospital image(usefulness, efficiency, affect, dynamism, typicality). Second, usefulness image and dynamism image affect social benevolence trust. Third, efficiency image affects expertise trust and integrity trust. Lastly, this study also shows that expertise trust and integrity trust formed are the only mediating effects for building images of efficiency and for affecting use intention to the hospital.

Key words: Service Quality, Brand Image, Trust, Use Intention