치과의료서비스 이용가치에 의한 고객세분화에 관한 연구
A Study on Customer Segmentation by Usage Value of Dental Service
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
In line with people's rising income on the back of economic growth, coupled with the changing demand and value environment, constant development in medical circles was not exceptional. In terms of consumer's awareness of the medical service today has rather focused on health than treatment and furthermore it's been understood the services to pursue the joyful and happy life. That is, the service which helps enjoy the safe and convenient living, in addition to the medical services to cure the disease. (Lee, Hoon-young, 2008) Amid such circumstance, the value which the clients consider the important becomes diverse. While the clients in the past mostly desire to have their illness treated, the clients today go to the dentist for more various purposes. If seeing the dentist was for the treatment of decayed tooth or cavity, visiting the dental clinic nowadays is for rather preventive treatment or esthetic treatment such as dental bleaching or cosmetic dental treatment. Interlinked with medical consumer's desire for comfortable living, competition among the medical service providers has been increasingly growing. This study thus is intended to comprehensively view the circumstance to categorize the clients in terms of the consumption value before surveying the 222 medical service users on the characteristic importance, use pattern and population statistical difference. Consequently, the clients were categorized into three groups. depending on consumption value they had, which were "treatment-focusing group", "aesthetic treatment-focusing group" and "preventive treatment-focusing group" indicating a significant difference among three groups in terms of characteristic importance, pattern of medical service use and population statistical variations. Based on such experimental result, implications were evaluated for developing the medical service marketing strategy as well as the constraints of the current study together with the direction of the future study were recommended.
Abstract
In line with people's rising income on the back of economic growth, coupled with the changing demand and value environment, constant development in medical circles was not exceptional. In terms of consumer's awareness of the medical service today has rather focused on health than treatment and furthermore it's been understood the services to pursue the joyful and happy life. That is, the service which helps enjoy the safe and convenient living, in addition to the medical services to cure the disease. (Lee, Hoon-young, 2008) Amid such circumstance, the value which the clients consider the important becomes diverse. While the clients in the past mostly desire to have their illness treated, the clients today go to the dentist for more various purposes. If seeing the dentist was for the treatment of decayed tooth or cavity, visiting the dental clinic nowadays is for rather preventive treatment or esthetic treatment such as dental bleaching or cosmetic dental treatment. Interlinked with medical consumer's desire for comfortable living, competition among the medical service providers has been increasingly growing. This study thus is intended to comprehensively view the circumstance to categorize the clients in terms of the consumption value before surveying the 222 medical service users on the characteristic importance, use pattern and population statistical difference. Consequently, the clients were categorized into three groups. depending on consumption value they had, which were "treatment-focusing group", "aesthetic treatment-focusing group" and "preventive treatment-focusing group" indicating a significant difference among three groups in terms of characteristic importance, pattern of medical service use and population statistical variations. Based on such experimental result, implications were evaluated for developing the medical service marketing strategy as well as the constraints of the current study together with the direction of the future study were recommended.
참고문헌 (39)
- 권진, "소비가치에 의한 외래서비스 이용환자의 시장세분화에 관한 연구", 한국병원경영학회지, 2(1), pp.96~113 (1997)
- 김진, "의료소비자의 라이프스타일에 의한 치과진료기관 선택에 관한 연구", 대한구강보건학회지, 31(4), pp.568~579 (2007), 대한구강보건학회
- 김영찬, "고객가치와 시장세분화: 새로운 마케팅전략 분석기법", 경영학연구, 33(6), pp.1757~1779 (2004), 한국경영학회
- 김양균, "소비가치 이론을 이용한 의료소비자의 의료기관 선택 요인 분석 : 중소병원, 종합병원, 대형종합병원 비교 중심으로.", 품질경영학회지, 37(4), pp.71~86 (2009), 한국품질경영학회
- 류상희, "외래환자의 시장세분화를 통한 의료서비스의 고객관계관리", 한국경영정보학회, pp.345~352 (2001)
- 류상희, "병원이용빈도과 진료수익성 분석을 통한 외래환자 시장세분화", 한국병원학회지, 7(4), pp.152~171 (2002)
- 류정건, "고령화 사회의 요양병원 선택요인에 관한 연구", 마케팅관리연구, 11(2), pp.101~130 (2006), 한국마케팅관리학회
- 류은정, "의복소비가치가 인터넷 의류쇼핑몰의 서비스품질 평가에 미치는 영향에 관한 연구", 복식, 52(3), pp.161~169 (2002), 한국복식학회
- 박민향, "고객충성도에 미치는 영향", 2009, pp.1~26 (2009), 한국행정학회
- 박성희, "한국 의료관광 참여 동기에 따른 시장세분화 - 대만의 잠재 관광소비자를 대상으로 -", 관광학연구, 35(5), pp.299~317 (2011), 한국관광학회
- 박양호, "성공하는 병원 CRM" (2008), 나래출판사
- 박찬수, "마케팅원리" (2008), 법문사
- 박현희, "여대생의 화장품 구매동기가 화장품 속성평가와 브랜드 재구매의도에 미치는 영향", 한국의류산업학회지, 11(2), pp.252~261 (2009), 한국의류산업학회
- 이계정, "고객관계관리를 위한 외래환자의 시장세분화", 한국의료QA학회, pp.236~237 (2008)
- 이영주, "피부미용실을 중심으로", pp.1~17 (2009), 한국경영학회
- 이영주, "와인구매동기에 따른 와인선택속성에 관한 연구", 외식경영연구, 11(4), pp.223~246 (2008), 한국외식경영학회
- 이훈영, "의료서비스마케팅" (2008), 도서출판 청람
- 이훈영, "입원기간에 따른 의료서비스 품질요인이 고객만족에 미치는 영향에 관한 연구", 병원경영학회지, 13(3), pp.44~68 (2008), 한국병원경영학회
- 이동철, "부산지역 종합병원이용자의 병원선택효용가치가 만족, 재방문의도에 미치는 영향", 2008, pp.1~11 (2008), 한국경영학회
- 임상희, "자민족중심주의와 소비가치가 국산 및 수입산 농식품 선택에 미치는 영향", 상품학연구, 25(4), pp.113~126 (2007), 한국상품학회
- 김은희, "병원의 특성에 따른 의료소비자의 병원선택 요인에 관한 연구: 의료광고 시사점을 중심으로", 한국심리학회지: 소비자·광고, 10(3), pp.401~417 (2009), 한국소비자·광고심리학회
- 김영훈, "노인병원과 종합병원의 선택요인 및 환자만족도 분석", 병원경영학회지, 9(2), pp.31~70 (2004), 한국병원경영학회
- 윤성욱, "고객 가치에 근거한 명품 소비자의 시장세분화에 관한 탐험적 연구", 소비자학연구, 19(4), pp.135~159 (2008), 한국소비자학회
- 윤여룡, "환자들의 의료시장개방에 대한 인식도와 외국병원 선택요인 -S대학교병원 외래환자들을 대상으로", 병원경영학회지, 8(3), pp.32~48 (2003), 한국병원경영학회
- 정승연, "병원 유형별 치아교정환자의 병원 선택요인 및 만족도 비교", 대한구강보건학회지, 29(4), pp.516~526 (2005), 대한구강보건학회
- 정미영, "일차 의료에서 고객가치가 고객충성도에 미치는 영향 고객만족의 매개역할을 중심으로", 한국콘텐츠학회 논문지, 8(11), pp.225~234 (2008), 한국콘텐츠학회
- 정옥경, "서비스 전문성이 고객만족, 신뢰, 그리고 재구매 의도에 미치는 영향", 고객만족경영연구, 13(1), pp.57~79 (2011), 한국고객만족경영학회
- 전혜진, "해외의료관광지 선택속성과 유형별 시장세분화에 관한 연구", 관광레저연구, 22(6), pp.7~23 (2010), (사)한국관광레저학회
- 장동민, "암환자의 의료이용행태에 관한 연구", 대한보건연구, 24(2), pp.106~117 (1998)
- 황세인, "척추질환환자의 전문병원과 일반병원의 병원선택요인", 병원경영학회지, 15(2), pp.27~43 (2010), 한국병원경영학회
- "치의신보", 2011년 1월 제1907호, ~ (2011)
- Gale. Bradley T., "Managing Customer Value" (1994), Free Press
- Holbrook, Morris B., "Consumer, In Consumer Value: A framework for Analysis and Research", Routledge
- Mayer, JD, "A method for the geographical evaluation of emergency medical service performance", American Journal of Public Health, pp.841~843 (1981)
- Monroe, Kent B., "Pricing: Marking Profitable Decisions" (1990), McGraw-Hill
- Rokeach, Milton, "The Nature of Human Values" (1973), The Free Press
- Kotler, Philip, "Marketing Management: Analysis, Planning, Implementation and Control, 9th ed" (1997), Prentice Hall
- Sheth, Jagdish N., "Consumption Values and Market Choices" (1991), South-Western Publishing Co
- Zeithaml, Valarie A., "Consumer Perceptions of Price, Quality, and Value: A Means End Model and Synthesis of Evidence", Journal of Marketing, 52, pp.2~22 (1988)