병원 서비스 품질이 고객의 이용의도에 미치는 영향

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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
Alternative Title
The Effect of Hospital Service Quality on the Intention to Visit: Mediation Effect of Hospital Brand Image
Alternative Author(s)
Park Sun Young
일반대학원 보건학과
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Table Of Contents
목 차

표 목차 iii
그림 목차 iv

Ⅰ. 서 론 1
A. 연구배경 및 필요성 1
B. 연구 목적 및 연구문제 3

Ⅱ. 이론적 배경 4
A. 병원 서비스 품질 4
B. 브랜드 이미지 및 차원 5
C. 신뢰 8
D. 고객 이용의사 9

Ⅲ. 연구방법 10
A. 연구가설 설정 11
B. 연구대상 14
C. 조사변수 14
D. 분석방법 18

Ⅳ. 연구 결과 19
A. 변수의 신뢰성 및 타당성 검증 19
B. 조사대상자의 인구․사회학적 특성 25
C. 가설 검증 26

V. 고 찰 31

참고문헌 35

부록1: 연구모형 적합도 지수 41
부록2: 설문지 42
박선영. (2015). 병원 서비스 품질이 고객의 이용의도에 미치는 영향.
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General Graduate School > 4. Theses(Ph.D)
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