정서적 애착을 고려한 전통 의료서비스의 이미지개선 및 신뢰구축
Image Improvement and Trust Building of Traditional Medical Service Considered Emotional Attachment
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
Purpose: This study intends to offer strategic implications that can be used in Korean medicine hospitals through analysis of causal relationship among factors focusing on image improvement and trust building. Methods: Differential model was introduced to test causal relationship. Questionnaire was developed, and data was collected and analyzed with Structural Equation Modeling. Results: Medical service has effects on image, trust, and CS. CS has an effect on trustworthiness, and trustworthiness has positive effect on loyalty intention and has negative effect on switching intention. Emotional attachment has moderating functions between trust and loyalty intention and between trust and switching intention. Conclusion: This study offers practical implications to relevant managers, at the same time it has limitations that omits relevant study of inducing factor for emotional attachment.
Abstract
Purpose: This study intends to offer strategic implications that can be used in Korean medicine hospitals through analysis of causal relationship among factors focusing on image improvement and trust building. Methods: Differential model was introduced to test causal relationship. Questionnaire was developed, and data was collected and analyzed with Structural Equation Modeling. Results: Medical service has effects on image, trust, and CS. CS has an effect on trustworthiness, and trustworthiness has positive effect on loyalty intention and has negative effect on switching intention. Emotional attachment has moderating functions between trust and loyalty intention and between trust and switching intention. Conclusion: This study offers practical implications to relevant managers, at the same time it has limitations that omits relevant study of inducing factor for emotional attachment.
참고문헌 (29)
- Ariely, D., "When do you losses loom larger than gains?", Journal of Marketing Research, 42(2), pp.134~313
- Babakus, E., "Adapting the SERVQUAL scale to hospital services: an empirical investigation", Health Service Research, 26(6), pp.767~786 (1992)
- Bowlby, John., "The Marketing and breaking of affectional bonds" (1979), Tavistok Publication
- Carroll, B. A., "Some antecedents and outcomes of brand love", Marketing Letters, 17(2), pp.79~89 (2006)
- 정기한, "의료서비스 품질, 환자만족, 관계품질, 구전 간의 관계에 관한 연구", 고객만족경영연구, 10(1), pp.1~14 (2008), 한국고객만족경영학회
- 조용상, "의료서비스에서 병원신뢰와 의사신뢰가 충성도에 미치는 영향", 고객만족경영연구, 10(3), pp.179~193 (2008), 한국고객만족경영학회
- 조철호, "한방병원 의료서비스품질이 관계 품질, 고객만족, 재이용의도에 미치는 영향", 병원경영학회지, 15(2), pp.107~132 (2010), 한국병원경영학회
- 조철호, "취업정보사이트의 웹서비스품질과 관계품질 역할 연구", 품질경영학회지, 40(2), pp.219~230 (2012), 한국품질경영학회[DOI]
- Choi, Kui-Son, "Structural Modeling of Quality, Satisfaction, Value and Purchase Intention in Health Care Service", 박사, pp.1999
- 최용길, "온라인 커뮤니티의 상호작용성 구성요인이 관계품질과 고객충성도에 미치는 영향에 관한 연구", 품질경영학회지, 35(4), pp.123~139 (2007), 한국품질경영학회
- "Korean Medicine in Depression" (2009)[URL]
- Faranda, W., "A Scale to measure the cognitive from of perceived control: Construct and preliminary assessment", Psychology and Marketing, 18(2), pp.1259~1281 (2001)
- Higie, R. A., "Types and amount of word-of-mouth communications about retailers", Journal of Retailing, 63, pp.260~278 (1987)
- John, T. O., "Why satisfied customers defect", Harvard Business Review, 73(6), pp.88~99 (1995)
- Kim, Jae-Yeol, "A Study on the Relationship among Medical External Service , Customer Satisfaction and Hospital Image in Medical Care Service", Journal of the Korea Service Management Society, 2(2), pp.67~86 (2001)
- 김미녀, "의료서비스에서 환자만족의 선․후행변수의 구조적 관계", 산업경제연구, 22(6), pp.2955~2984 (2009), 한국산업경제학회
- Kim, G., "A Study of factors that affect user intention toward email service switching", Information & Management, 43(7), pp.884~893 (2006)
- Kotler, P., "Marketing management" (2006), Pearson Education
- Lytle, R. S., "Evaluating health care quality: The moderating role of outcomes", Journal of Health Care Marketing, 12, pp.460~469 (1992)
- Little, A. C., "Partnership status and the temporal context of relationships influence human female preference for sexual dimorphism in male face shape", Proc. R. Soc. B, 269, pp.1095~1100 (2002)
- Morgan, Robert M., "The Commitment-trust, theory of relationship marketing", Journal of Marketing, 58(1), pp.20~38 (1994)
- Oliver, Richard L., "A Cognitive Model of Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17, pp.460~469 (1980)
- Parasuraman, A., "SERVQUAL: a multi-item scale for measuring consumer perceptions for service quality", Journal of Retailing, 64(1), pp.12~40 (1988)
- Thom, D. H., "Measuring patients' trust in physicians when assessing quality of care", Health Affairs, 23(4), pp.124~132 (2004)
- Woodside, A., "Linking service quality and consumer satisfaction behavior intention: Definitional and taxonomical Issues", Journal of Health care Marketing, 9, pp.5~17 (1989)
- Ware, J. E., "The Measurement and meaning of patient satisfaction", Health Medical Service Review, 1(1), pp.1~15 (1978)
- 유한주, "은행산업의 서비스품질 경쟁전략과 전환장벽에 관한 연구：국내 은행 이용고객을 중심으로", 품질경영학회지, 33(4), pp.55~74 (2005), 한국품질경영학회
- 이유재, "부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로 -", 소비자학연구, 16(4), pp.103~128 (2005), 한국소비자학회
- Zeithaml, Valarei A., "Service Marketing" (1996), McGraw-Hill