본문 바로가기
KERD
논문KCI 등재

의료서비스품질, 이미지, 관계품질, 재이용의도 간의 영향관계 -중소병원 중심으로-

The Relationship among Medical Service Quality, Image, Relationship Quality, and Reuse Intention: Focused on Small and Medium Hospitals

정기한|오재신|신재익
한국창업학회|2011.09|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제6권 제3호|pp. 51-70|DOI 10.24878/tkes.2011.6.3.51

1

조회

0

다운로드

9

인용

0

참고문헌

키워드

ImageRelationship QualityMedical Service QualityReuse Intention.

초록

The purpose of this study is to investigate the relationship among medical service quality,image, relationship quality, and reuse intention and provide the implication of marketing strategies for starting medical institution. The results show that reliability, assurance, and empathy of medical service quality affect positively hospital image but tangibles and responsiveness do not. Tangibles, reliability, responsiveness, and empathy affect positively patient satisfaction except assurance. Hospital image affects positively patient satisfaction and trust but do not affect patient commitment. Patient satisfaction affects positively patient trust, commitment, and reuse intention. Patient trust affects positively patient commitment and reuse intention. Patient commitment affects positively reuse intention. Therefore, it is identified that the role of relationship quality is very important to enhance reuse intention for medical service. For this,managers should make efforts to improve medical service quality in the perspective of patients.

Abstract

The purpose of this study is to investigate the relationship among medical service quality,image, relationship quality, and reuse intention and provide the implication of marketing strategies for starting medical institution. The results show that reliability, assurance, and empathy of medical service quality affect positively hospital image but tangibles and responsiveness do not. Tangibles, reliability, responsiveness, and empathy affect positively patient satisfaction except assurance. Hospital image affects positively patient satisfaction and trust but do not affect patient commitment. Patient satisfaction affects positively patient trust, commitment, and reuse intention. Patient trust affects positively patient commitment and reuse intention. Patient commitment affects positively reuse intention. Therefore, it is identified that the role of relationship quality is very important to enhance reuse intention for medical service. For this,managers should make efforts to improve medical service quality in the perspective of patients.

참고문헌 (54)

  1. 강병서, "병원의 서비스품질이 고객만족과 성과에 미치는 영향에 관한 연구-중소병원을 중심으로", 중소기업연구, 27(1), pp.57~88 (2005), 한국중소기업학회
  2. 김기호, "역사축제 속성, 지각된 가치, 고객만족, 재방문의도 간의 관계 - 통영 한산대첩축제 중심으로", 한국창업학회지, 6(2), pp.19~40 (2011), 한국창업학회
  3. 김양균, "소비가치 이론을 이용한 의료소비자의 의료기관 선택 요인 분석 : 중소병원, 종합병원, 대형종합병원 비교 중심으로", 품질경영학회지, 37(4), pp.71~86 (2009), 한국품질경영학회
  4. 김양군, "치과 병？의원의 의료서비스품질이 고객만족과 충성도에 미치는 영향에 관한 연구", 병원경영학회지, 8(3), pp.49~71 (2003), 한국병원경영학회
  5. 박승환, "의료기관 서비스품질의 기대와 성과평가", 서비스경영학회지, 7(2), pp.143~170 (2006), 한국서비스경영학회
  6. 박주희, "의료서비스에 대한 마케팅 전략과 조직구조에 관한 연구", 마케팅논문집, 3(1)통권 : 30, pp.77~98 (1993)
  7. 송균석, "의료서비스 품질을 평가하기위한 척도개발에 관한 연구", 상품학연구, 29, pp.165~191 (2003)
  8. 설상철, "의료서비스 품질, 재이용의도, 구전효과사이의 인과관계 모형 연구 - 종합전문병원과 전문병원을 중심으로 -", 대한경영학회지, 17(4), pp.1485~1512 (2004), 대한경영학회
  9. 신은규, "재방문 및 재입원 여부에 따른 의료서비스 품질요인이 고객만족에 미치는 영향에 관한 연구", 고객만족경영연구, 11(1), pp.245~262 (2009), 한국고객만족경영학회
  10. 오재영, "병원 내 부대시설 서비스가 병원 이미지 및 고객만족에 미치는영향 연구", 서비스경영학회지, 8(3), pp.249~276 (2007), 한국서비스경영학회
  11. 조철호, "병원 웹사이트 서비스품질이 서비스가치와 고객만족에미치는 영향", 서비스경영학회지, 7(4), pp.83~108 (2006), 한국서비스경영학회
  12. 조철호, "환자만족과 성과에 영향을 미치는 의료 서비스품질 결정요인에 관한 실증연구(대형 종합병원을 중심으로)", 고객만족경영연구, 8(1), pp.115~127 (2006), 한국고객만족경영학회
  13. 정기한, "의료서비스 품질, 환자만족, 관계품질, 구전 간의 관계에 관한 연구", 고객만족경영연구, 10(1), pp.1~14 (2008), 한국고객만족경영학회
  14. 정기한, "서비스 창업시 물리적 환경, 점포 이미지, 전반적 서비스품질, 고객만족 간의 관계에 관한 연구", 한국창업학회지, 5(1), pp.41~59 (2010), 한국창업학회
  15. 정용모, "중소병원의 마케팅활동과 재무적 성과", 병원경영학회지, 15(3), pp.33~46 (2010), 한국병원경영학회
  16. 정해경, "중소병원의 의료서비스 접점관리와 서비스 성과에 관한연구", 서비스경영학회지, 8(1), pp.161~187 (2007), 한국서비스경영학회
  17. Ahorony, I., "Patient Satisfaction: what We Know about and What We still Need to Explore", Medical Care Review, 50, pp.49~79 (1993)
  18. Anderson, E. M., "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 29(2), pp.18~34 (1992)
  19. Andreassen, T. W., "Customer loyalty and Complex Services: the Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise", International Journal of Services and Management, 9(1), pp.7~23 (1998)
  20. Athanasopoulou, P., "Relationship Quality: A Critical Literature Review and Research Agenda", European Journal of Marketing, 43(5), pp.583~610 (2009)
  21. Aydin, S., "The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Market", European Journal of Marketing, 39(7), pp.910~925 (2005)
  22. Balkrishnan, R., "Trust in Insurers and Access to Physician: Associated Enrollee Behaviors and Change over Time", Health Service Research, 39(4), pp.813~824 (2004)
  23. Barksdale, H. C. Jr., "A Relationship Maintenance Model: A Comparison Between Managed Health Care and Traditional Fee-For-Service", Journal of Business Research, 40, pp.237~247 (1997)
  24. Boller, C., "Quality and Comparison of Antenatal Care in Public and Private Providers in the United Republic of Tanzania", Bull World Health Organization, 81, pp.116~122 (2003)
  25. Choi, K. S., "The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study", JOURNAL OF BUSINESS RESEARCH, 57, pp.913~921, ELSEVIER SCIENCE INC
  26. 이선희, "The service quality dimensions and patient satisfaction relationships in South Korea: Comparisons across gender, age and types of service", Journal of Services Marketing, 19(3), pp.140~149, Emerald Group Publishing Ltd.
  27. 정기한, "The Effects of Corporate Social Responsibility on Corporate Image, Relationship Quality and Customer Loyalty", 고객만족경영연구, 11(1), pp.179~194 (2009), 한국고객만족경영학회
  28. Cronin, J. J. Jr., "SERVPERF versus SERVQUAL: Reconciling Performance -Based and Perceptions-minus- Expectations Measurement of Service Quality", Journal of Marketing, 58, pp.125~131 (1994)
  29. Ennew, C. T., "Impact of Participative Service Relationships on Quality, Satisfaction, and Retention: An Exploratory Study", Journal of Business Research, 46(2), pp.121~132 (1999)
  30. Flavian, C., "The Influence of Corporate Image on Consumer Trust: A Comparative Analysis in Traditional versus Internet Banking", Internet Research, 15(4), pp.447~470 (2005)
  31. Franks, P., "Are Patients' Ratings of their Physicians Related to Health Outcomes", Annals of Family Medicine, 3(3), pp.229~234 (2005)
  32. Gabarino, E., "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship", Journal of Marketing, 63, pp.70~87 (1999)
  33. Geyskens, I., "A Meta-analysis of Satisfaction in Marketing Channel Relationships", Journal of Marketing Research, 36, pp.223~238 (1999)
  34. Gounaris, S. P., "Trust and Commitment Influences on Customer Retention: Insights", Journal of Business Research, 58(2), pp.126~140 (2005)
  35. Hair, J. F., "Multivariate Data Analysis with Reading" (1998), Prentice-Hall
  36. Homer, P. M., "Perceived Quality and Image: When all is not Rosy", Journal of Business Research, 61, pp.715~723 (2008)
  37. Kara, A., "A Paradox of Service Quality in Turkey-the Seemingly Contradictory Relative Importance of Tangible and Intangible Determinants of Service Quality", European Business Review, 17, pp.2~20 (2005)
  38. Kotler, P., "Marketing Management, 12th ed" (2006), Pearson Education
  39. Lai, F., "How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese telecom", Journal of Business Research, 62, pp.980~986 (2009)
  40. Leisen, B., "Antecedents and Consequences of Trust in a Service Provider: The Case of Primary Care Physicians", Journal of Business Research, 57, pp.990~999 (2004)
  41. Lytle, R. S., "Evaluating Health Care Quality: The Moderating Role of Outcomes", Journal of Health Care Marketing, 12, pp.460~469 (1992)
  42. MacStravic, R., "Beyond patient satisfaction: building patient loyalty" (1991), Health
  43. Montague, E. N. H., "Empirically Understanding Trust in Medical Technology", International Journal of Industrial Ergonomics, 39, pp.628~634 (2009)
  44. Morgan, R. M., "The Commitment-Trust, Theory of Relationship Marketing", Journal of Marketing, 58(1), pp.20~38 (1994)
  45. Mukherjee, A., "Role of Electronic Trust in Online Retailing: A Re-examination of the Commitment-trust Theory", European Journal of Marketing, 41(9), pp.1173~1202 (2007)
  46. Naidu, G. M., "Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practice in Hospitals", Journal of Business Research, 46, pp.207~218 (1999)
  47. Nguyen, N., "Corporate Image and Corporate Reputation in Customers' Retention Decisions in Services", Journal of Retailing and Consumer Services, 8, pp.227~236 (2001)
  48. Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49(가을), pp.41~50 (1985)
  49. Raposo, M. L., "Dimensions of Service Quality and Satisfaction in Healthcare: A Patient's Satisfaction Index", Service Business, 3, pp.85~100 (2009)
  50. Ruyter, K., "Antecedents of Commitment and Trust in Customer-supplier Relationships in High Technology Markets", Industrial Marketing Management, 30(3), pp.271~286 (2001)
  51. Sharma, N., "Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services", International Journal of Service Industry Management, 11(5), pp.470~490 (2000)
  52. Singh, J., "Agency and Trust Mechanism in Consumer Satisfaction and Loyalty Judgements", Journal of Academy of Marketing science, 28(1), pp.69~83 (2000)
  53. Tarn, D. M., "Trust in One's Physician: The Role of Ethnic Match, Autonomy, Acculturation, and Religiosity Among Japanese Americans", Annals of Family Medicine, 3(4), pp.339~347 (2005)
  54. Ulaga, W., "Relationship Value and Relationship Quality: Broadening the Nomological Network of Business-To-Business Relationships", European Journal of Marketing, 40(3), pp.311~327 (2006)

관련 논문AI추천

의료서비스품질이 고객만족, 관계품질 및 재이용의도에 미치는 영향 -대구지역 소규모 병의원을 중심으로-조철호경영연구원 · 의료경영학연구2010 · 제4권 제1호의료기관 이용고객의 재방문의도와 구전효과에 영향을 미치는 서비스 품질요인에 관한 연구김경환, 장영일, 정유수한국품질경영학회 · 품질경영학회지2011 · 제39권 제1호중소병원의 의료서비스 품질, 감정적 애착, 고객만족, 행동의도의 구조적 관계 연구 - 감정적 애착, 고객만족 매개효과를 중심으로 -박애준, 이연숙보건의료산업학회 · 보건의료산업학회지2019 · 제13권 제2호중소병원의 브랜드자산이 방문고객의 신뢰 및 관계몰입에 미치는 영향김난영, 박재성, 이은주보건의료산업학회 · 보건의료산업학회지2015 · 제9권 제2호병원 서비스 품질이 이용의도에 미치는 영향: 병원이미지와 신뢰형성의 매개효과를 중심으로박선영, 박종철, 최성우한국상품학회 · 상품학연구2020 · 제38권 제2호의료서비스품질 요인의 중요도-성과도 분석 -SERVQUAL을 중심으로-서상윤, 이훈영, 차재빈경영연구원 · 의료경영학연구2013 · 제7권 제3호

이 간행물의 다른 논문 (6건)

창업지원서비스 만족도에 대한 탐색적 분석 -전북지역 BI 입주기업을 중심으로-박동준, 강인선pp. 1-26벤처기업의 지속발전을 위한 인적자원개발 연구김용훈pp. 27-50기술혁신지원제도가 벤처기업의 기업가정신과 기술혁신성과에 미치는 영향에 관한연구윤현덕, 전대열pp. 71-98서비스 전자상거래에서 프로세스의 표준화, 서비스품질, 가격수준의 영향에 대한 연구: 창업기업가에의 시사점조성의pp. 99-119기업가적 기대가 창업활동을 매개로 창업결과만족에 미치는 영향에 관한 연구한관섭, 정대용pp. 119-141
원문 보기