공공병원과 민간병원입원환자의 고객만족도와의료기관신뢰도가고객충성도에 미치는영향

Abstract

This study was conducted to identify the influence of customer satisfaction and trust in hospital of inpatients on their loyalty towards hospital. Study subjects were 300 inpatients utilized a private hospital(150) and a public hospital(150) in a city, from whom the data was collected using structured questionnaire. As a result of hierarchical multiple regression analysis set dependent variable as customer loyalty, the major findings and their implications as follows; Overall customer satisfaction(β=0.071, p=.000) and trust in hospital(β=0.078, p=.000) were the factors improving significantly customer loyalty toward hospital retrospectively. Regarding sub-dimensions of customer satisfaction, the higher score of satisfaction with 'outcome'(β=0.183, p=0.000), 'skill and professionality'(β=0.134, p=0.081), respect and service(β=-0.084, p=0.072) were, the higher customer loyalty was. Regarding sub-dimensions of trust in hospital, trust in technology and professionality(β=0.183, p=0.000) and credibility(β=0.063, p=0.072) increased signif- icantly customer loyalty towards hospital they have utilized. Besides above factors, customer's loyalty towards public hospital was significantly higher than that towards private hospital(β=0.397, p=0.028). In conclusion, our finding suggested that the strategy to manage customer loyalty should not target the tangibles such as procedure or physical environment of hospital but outcome and trust in professionality which customers perceived.