중소병원 고객 추천에 영향을 미치는 웹사이트 속성
Influence of Hospital Website Attributes on the Recommendation of Customers in Mid-sized Hospitals
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초록
본 연구는 웹사이트를 운영하고 있거나 향후 운영할 계획을 가지고 있는 중소병원을 대상으로 웹사이트 운영 시 고려해야할 속성으로 탐색용이성과 디자인뿐만 아니라 정보내용의 중요성을 강조하고 있다. 웹사이트는 병원의 이미지를 나타내는 한 도구가 될 수 있으므로 탐색용이성을 고려하여 사이트를 구성하고, 심미적이고 유희적인 요소를 고려하여 디자인해야 할 것이며, 무엇보다 환자들의 요구도를 고려하여 고객의 의료기관 방문 및 건강에 도움이 될 만한 의학상식 및 정보를 충분히 제공해야 할 것이다. 본 연구의 결과는 현재 중소병원이 직면하고 있는 경영상의 문제점을 해결하기 위한 하나의 전략방안으로서 병원에서의 고객 확보를 위한 웹사이트의 이용 가능성을 제시하고 있으며, 향후 웹사이트 운영전략 및 경영환경 개선책 수립에 참고자료로 활용될 수 있을 것으로 기대한다.
Abstract
Objective: Mid-sized hospital websites were assessed to examine how their attributes influence outcome indicators as a potential marketing strategy. Specifically, the website attributes considered were accessibility, content sufficiency, and layout design, while outcome indicators were evaluated, based on satisfaction with the website, intention to revisit the website, and intention to recommend the hospital. Methods: Five representative websites were selected according to their ranks derived from major ranking sites. The diversity of the websites were emphasized. Then, a questionnaire survey was conducted on 74 respondents. Collected data was analyzed, using frequency, correlation, and repeated measures analysis of variance. Results: All three attributes were related to satisfaction with the website; in addition, both content sufficiency and layout design were significantly related to the intention to revisit. As for the intention to recommend the hospital, only the content sufficiency was significant. In particular, the sufficiencies on 'disease or symptoms' and 'question and answer' were important to all three outcome indicators. Conclusion: The websites serve as a marketing tool in managing mid-sized hospitals. Well-designed websites containing sufficient contents facilitate visitor's satisfaction and intention to revisit the website, as well as furthering their intention to recommend the hospital. (Journal of Korean Society of Medical Informatics 12-3,199-211, 2006)
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