의료진의 피드백에 대한 고객의 감정이 고객불평행동과 고객충성도에 미치는 영향
The Effect of Customer Emotions on Medical Staff's Feedback on Customer Complaint Behavior and Customer Loyalty
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의료서비스산업의 특성상 기대와 성과 차이로 인한 갈등은 피할 수 없는 현상이지만, 고객불평행동을 낮추기 위한 노력은 기업의 지속가능성과 수익성 극대화에 매우 중요하다. 불평행동을 유발하는 요소의 사전 대응은 궁극적으로 고객의 재방문 가능성을 높여 수익을 극대화하고, 신규 고객유치와 기존고객의 이탈방지를 위한 마케팅 비용 축소에도 기여하기 때문이다. 본 연구에서는 의료서비스 중 고객이 경험하는 피드백감정과 이에 따른 자아존중감과의 관계를 살펴보고, 자아존중감이 향후 고객불평행동과 고객충성도를 감소 또는 증가시킬 수 있는지를 검증하였다. 연구결과, 의료서비스 제공자에 대한 고객의 긍정적 피드백감정은 자아존중감에 긍정적인 영향을 미치고, 고객불평행동을 낮추면서도 고객충성행동을 강화하는 요인임을 확인하였다. 다만, 부정적 피드백감정은 자아존중감에 직접적인 영향을 미치지는 못하였으나, 고객충성도에는 한계적 수준에서 부정적 영향을 미칠 수 있음을 확인하였다. 본 연구는 이 같은 연구결과를 바탕으로 이론 및 관리적 시사점을 제안하였다.
Abstract
Due to the nature of the medical service industry, conflicts due to differences in expectations and performance are unavoidable, but efforts to reduce customer complaints are very important for corporate sustainability and maximization of profitability. In other words, proactive response to factors that cause complaint behavior ultimately increases the likelihood of customers revisiting, maximizing profits, and also contributes to reducing marketing costs to attract new customers and prevent existing customers from exit. Therefore, in this study, we examined the relationship between feedback emotion experienced by customers during medical service and the resulting self-esteem, and verified whether self-esteem can reduce or increase customer complaint behavior and customer loyalty in the future. As a result of the study, it was confirmed that the customer's positive feedback emotion toward the medical service provider had a positive effect on self-esteem and was a factor that strengthened customer loyalty behavior while lowering customer complaint behavior. However, it was confirmed that negative feedback emotions did not have a direct effect on self-esteem, but could have a negative effect on customer loyalty at a marginal level. Based on these findings, this study proposed theoretical and managerial implications.
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