서비스 실패 상황에서 병원이미지와 서비스 관계가 고객반응에 미치는 영향에 관한 연구
The Impacts of Hospital Image and Service Relationship on Customer Response in a Service Failure Situation
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초록
본 연구는 첫째, 의료 서비스 상황에서 서비스 실패의 심각성이 고객반응에 미치는 영향을 살펴보고 둘째, 서비스 실패 상황에서 병원이미지가 서비스 실패로 인해 발생한 부정적 평가를 완화 시켜줄 수 있는지를 분석하며 셋째, 서비스 실패 상황에서 서비스 제공자와 고객과의 관계가 서비스 실패로 인해 발생한 부정적 감정을 완화 시켜줄 수 있는지를 탐색하여 이를 통해, 서비스 실패 상황에서 서비스 관계와 병원이미지의 상대적 상호작용 효과에 대해 분석해 보고자 수행되었다. 이를 위해 병원에서의 서비스 실패 상황과 병원이미지와 서비스 관계를 기술한 시나리오를 이용한 설문 조사를 수행하여 자료를 수집하여 분석함으로써 다양한 실무적, 학문적 시사점들을 도출하였다. 연구의 한계점과 향후 연구 방향도 논의되었다.
Abstract
This study has the following three purposes. First, this study investigates how a service failure affects customer responses depending on the severity of the service failure under a hospital service management setting. Second, this study examines whether a positive hospital image mitigates customers' negative evaluations of a service failure. The third purpose of this study is to investigate whether the close relationship between a service provider and a customer alleviates the customer's negative evaluation of a service failure. In the process of pursuing these purposes, the interaction effect between a hospital image and a type of service relationship on customer responses is also examined. A survey including eight different scenarios was employed to collect data. The results generate both academic and managerial contributions and implications. The results indicate a positive hospital image and the close relationship between a patient and a doctor mitigate the negative evaluation of a service failure. The interaction effect between a hospital image and the type of service relationship has been confirmed. This study has made academic contribution in that this is the first attempt to introduce the interaction effect between a hospital image and the type of service relationship to the hospital service management literature. Limitations and future research directions are also discussed.
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