병원 서비스요인이 고객만족에 미치는 영향에 관한 연구

Abstract

While medical suppliers see a rapid change in medical environment after the separation of prescription and dispensing and before the opening of a medical market, the market changes from hospital-centered to customer- or patient- centered. The purpose of this study is to understand hospital service factors and those affecting hospital customers' satisfaction on the basis of the change in medical environment, try to get managerial suggestions for improving hospital services and customer satisfaction and loyalty, find out new service factors other than those frequently dealt with in the existing studies on hospital services and customer satisfaction, and make contributions to development of hospital services in order to get competitive in a medical circle with the opening of a medical market just before on within a special economic zone. For this purpose, the details of this study can be summarized as follows: First, to understand components of hospital service factors and their effects on customer satisfaction through domestic and foreign prior studies. Second, to define the functions of a hospital and the concept of marketing clearly, examine the theories of approaches, components, properties, significance, and theoretical background of strategies through domestic and foreign prior studies, and understand effects of hospital service factors on customer satisfaction. Third, to suggest a correct direction for services in a domestic medical circle in order to strengthen the competitiveness in medical services. An empirical analysis based on variables derived for each item was conducted with hospital users, or adults over twenty, in Gwangju to determine how hospital service factors affected customer satisfaction and to make suggestions from the results. To determine the respondents' distribution through the SPSSWIN 12.0 statistical package, a frequency analysis was carried out to see great effects of hospital service factors on customer satisfaction, along with a correlation analysis to test reliability and validity of the empirical data and understand relationship between service factors, customer satisfaction, customer loyalty, and doctors to revisit. To conduct more detailed examination using these factors, a regression analysis was carried out to determine their effects on customer satisfaction, customer loyalty, and doctors to revisit. In conclusion, first, the higher awareness of (the five) hospital service factors, the higher customer satisfaction. Second, among service factors affecting customer satisfaction, what were expected as variables to increase customer satisfaction included medical personnel factors, service system factors, and access-convenience factors, which were thus found to be important factors having significant effects on customer satisfaction. Third, medical personnel factors were found to have greater effects on customer satisfaction than service system factors among hospital service factors. This implies that what customers want is medical suppliers' earnest examination and treatment rather than a uniform service to satisfy those using a hospital.