의료진의 태도가 의료기관 추천의향에 미치는 영향: 진료만족도의 매개효과

Abstract

This study examines the mediating effect of medical service satisfaction in the relationship between medical staff’s attitude and the recommendation intention of a medical institution, as well as whether this effect differs by type of medical institution. For this purpose, this study utilized data from the 2023 Medical Service Experience Survey conducted by Korea Institute for Health and Social Affairs (KIHASA). A total of 9,190 outpatient service users were analyzed using descriptive statistics, one-way ANOVA, and correlation analysis. To verify the mediating effect, PROCESS Macro Model 4 was applied, and a sub-group analysis was conducted to explore difference across medical institution types. The key findings of this study are as follows: First, a more positive medical staff’s attitude leads to higher medical service satisfaction. Second, a more positive medical staff’s attitude increases the recommendation intention of medical institution. Third, medical service satisfaction has a significant mediating effect on the relationship between medical staff’s attitude and the recommendation intention of a medical institution. Fourth, this mediating effect varies by type of medical institution. Based on these findings, this study highlights the importance of medical staff’s attitude and provides policy and practical implications for the effective management of medical institutions.