웹서비스품질이 초기신뢰와 오프라인 방문의도에 미치는 영향: 중소병원을 중심으로
The Effect of Hospital Web Service Quality on Initial Trust and Off-line Visit Intention: Focusing on Medium and Small Size Hospital
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
Purpose: Present study was designed to examine the casual relationships among web service quality, customer satisfaction, initial trust and off-line visit intention in hospital website. Research object was limited to web service quality of general hospital. We applied path analysis model in order to test the hypotheses and research model. Methods: Survey tool, that is, Questionnaire had obtained validity through literature survey, exploratory survey and pretest and sample 320 was selected. For statistical treatment of pretest and main analysis, SPSS18.0 and AMOS18.0 were employed and Structural equation model was employed as analysis method. Results: Result of this study shows as follows. Factors of web service quality have an effect on customer satisfaction and initial trust, both of customer satisfaction and initial trust have an effect on off-line visit intention. Also customer satisfaction affects initial trust. Especially, customer satisfaction and initial trust were empirically confirmed as the important factors preceding off-line vis it intention. Conclusion: Therefore, present study shows that customer satisfaction and initial trust are important factors that medium and small size hospitals have to emphasize to raise performance. However, present study has some limitations to additionally research in the future.
Abstract
Purpose: Present study was designed to examine the casual relationships among web service quality, customer satisfaction, initial trust and off-line visit intention in hospital website. Research object was limited to web service quality of general hospital. We applied path analysis model in order to test the hypotheses and research model. Methods: Survey tool, that is, Questionnaire had obtained validity through literature survey, exploratory survey and pretest and sample 320 was selected. For statistical treatment of pretest and main analysis, SPSS18.0 and AMOS18.0 were employed and Structural equation model was employed as analysis method. Results: Result of this study shows as follows. Factors of web service quality have an effect on customer satisfaction and initial trust, both of customer satisfaction and initial trust have an effect on off-line visit intention. Also customer satisfaction affects initial trust. Especially, customer satisfaction and initial trust were empirically confirmed as the important factors preceding off-line vis it intention. Conclusion: Therefore, present study shows that customer satisfaction and initial trust are important factors that medium and small size hospitals have to emphasize to raise performance. However, present study has some limitations to additionally research in the future.
참고문헌 (30)
- Anderson, G. C., "A Model of Distribution Form and Manufacturer Firm Working Partnerships", Journal of Marketing, 54(January), pp.42~58 (1990)
- 조철호, "전자상거래에서 초기신뢰와 재구매의도에 영향을 미치는 소비자 구매결정요인에 관한 연구-중소 인터넷쇼핑몰을 중심으로-", 중소기업연구, 28(1), pp.173~202 (2006), 한국중소기업학회
- 조철호, "취업정보사이트의 웹서비스품질과 관계품질 역할 연구", 품질경영학회지, 40(2), pp.219~230 (2012), 한국품질경영학회[DOI]
- AMOS, Structural Equation Model Analysis for Academic Papers, "Using SPSS", pp.2014, Cho, Chulho.
- 최용길, "온라인 커뮤니티의 상호작용성 구성요인이 관계품질과 고객충성도에 미치는 영향에 관한 연구", 품질경영학회지, 35(4), pp.123~139 (2007), 한국품질경영학회
- Cronin, J. J., "A Measuring Service Quality : A Reexamination and Extension", Journal of Marketing, 56(3), pp.56~68 (1992)
- Donthu, Naveen., "Does Your Web Site Measure Up?", Marketing Management, 10(4), pp.29~32 (2001)
- Dowling, G. R., "A Model of Perceived Risk and Intended Risk Handling Activity", Journal of Consumer Research, 21(1), pp.119~ (1994)
- Fornell, C., "A National Customer Satisfaction Barometer : The Swedish Experience", Journal of Marketing, 56(1), pp.6~20 (1992)
- Garbariano, Ellen., "The Different R oles o f Satisfaction T rust C ommitment in Customer Relationships", Journal of marketing, 63(April), pp.70~87 (1999)
- Gefen, David., "E-commerce : The Role of Familiarity and Trust", The International Journal of Management Science(Omega), 28, pp.725~737 (2000)
- Huizingh, Elko K. R. E., "The Content and Design of Web Sites : An Empirical Study", Information and Management, 37(3), pp.123~134 (2000)
- Ives, B., "The Measurement of User Information Satisfaction", Communications of the ACM, 26(10), pp.785~793 (1983)
- Kang, Byungsuh., "The Effect of Service Quality on Customer Satisfaction and Performance in the Small and the Medium Hospital", Journal of Small Business Study, 27(1), pp.57~87 (2005)
- Kim, Kyu., "Initial Trust and Adoption o f B2C e-commerce: Th e Case o f Internet Banking", ICIS proceedings (2000)
- Liu, C., "Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce", Information and Management, 38(1), pp.23~33 (2000)
- Lewis, J. D., "Trust as a Social Reality", Social Forces, 63(4), pp.967~985 (1985)
- Luhmann, N., "Trust and Power" (1979), John Wiley
- Lynch, John G. Jr., "Wine Online : Search cost and competition on price, quality, and distribution", Marketimg Science, 19(1), pp.83~103 (2000)
- Madu, Christian N., "Dimension of e-Quality", International Journal of Quality &Reliability Management, 19(3), pp.246~258 (2002)
- Mcknight, D. Harrison., "Initial Trust Formation in New Organization Relationships", Academy of Management Review, 23(3), pp.473~490 (1998)
- Misic, M. M., "Benchmarking : A Tool for Web Site Evaluation and Improvement", Internet Research, 9(5), pp.383~392 (1999)
- Moorman, Chirstine., "Factors Affecting Trust in Market Research Relationships", Journal of Marketing Research, 57(January), pp.81~101 (1993)
- Oliver, R. L., "Cognitive, Affective and Attribute bases of Satisfaction response", Journal of Marketing Research, 20, pp.418~430 (1993)
- Taylor, Steven A., "An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Customer' Purchase Intention", Journal of Retailing, 70(2), pp.163~178 (1994)
- Tse, D. K., "Model of Consumer Satisfaction Formation; An Extension", Journal of Marketing Research, 25, pp.204~ (1981)
- Wang, Sijun., "Signalling the Trustworthiness Of Small Online Retalilers", Journal Of Interactive Marketing, 18(1), pp.53~69 (2004)
- Warrington, Traci B., "Building Trust to Develop Competitive in E-Business Relatoinships", CR, 10(2), pp.160~168 (2000)
- Woodside, Arch G., "Linking Service Quality, Customer Satisfaction, and Behavioral Intention", Journal of Health Care Marketing, 9(December), pp.5~17 (1989)
- 유한주, "은행산업의 서비스품질 경쟁전략과 전환장벽에 관한 연구：국내 은행 이용고객을 중심으로", 품질경영학회지, 33(4), pp.55~74 (2005), 한국품질경영학회