병원서비스 품질이 고객만족에 미치는 영향: 신뢰 메커니즘 고찰을 중심으로

Abstract

ABSTRACT The Effect of Hospital Service Quality on Customer Satisfaction: The Focusing on the Trust Mechanism

Woongbae Choe Advisor : Prof. Jongchul Park Ph.D. Department of Marketing Graduate School of Chosun University

Different from the past studies, in this study we postulated that the consumers’ trust toward hospital plays an essential mediating role in the relationship between the service quality and the customer satisfaction. The results of data analysis showed that the process quality and outcome quality positively influence on the emotional trust. Besides, the emotional trust had a significant impact on the expertise trust, integrity trust, and benevolence trust. Also, the expertise trust, integrity trust and benevolence trust have a significant influence on the customer satisfaction. Thus, this study demonstrated that consumers’ trust toward hospital indeed plays a mediating role between service quality and the customer satisfaction.

Key words: service quality, trust, emotional trust, expertise trust, integrity trust, benevolence trust, customer satisfaction