종합병원 의료서비스 품질에 대한 평가와 개선방안에 관한 연구: K대학병원 외래,입원고객을 중심으로

구영애 ( Yeong Ae Ku ),한용재 ( Yong Jun Han ),안성식 ( Sung Sik Ahn ) 한국고객만족경영학회 2011 고객만족경영연구 Vol.13 No.3

오늘날 대형 의료기관의 신·증설과 해외병원의 국내진입 등으로 인한 의료기관의 생존경쟁 심화로 의료경영의 중요성이 가중됨에 따라 차별화된 경쟁력 확보를 위한 전략적 대응 방안이 절실히 요구되고 있다. 이러한 의료 환경에서 경쟁우위 전략으로 최근 국내의료기관들이 자체적으로 의료서비스 질과 환자만족도를 측정하기 위해 다양한 활동을 실시하고 있다. 그러나 각 의료기관의 현재 상황, 문제점 분석 및 전략 도출을 위한 경영진단 활동은 여전히 걸음마 단계에 있으며, 해당 관련 연구 역시 미비한 수준이다. 본 연구에서는 특정 대학병원을 모델로 하여 고객들이 인지하는 의료서비스 품질의 중요도와 성취도를 분석하고, 이를 토대로 하여 마케팅 전략 방안을 제시하고자 한다. 분석결과, 외래 고객들은 의료서비스 품질 중 진료서비스와 프로세스를 중요하게 인지하고 있는 것으로 나타났고, 입원 고객들은 의료서비스 품질 중 친절성과 프로세스, 시설/ 환경 측면을 중요하게 인지하고 있는 것으로 나타났다. 이와 같은 차이는 같은 공간에서 동일한 서비스를 제공한다 하더라도 외래를 이용하는 고객과 입원을 하는 고객들과의 추구하는 목적 차이에서 비롯된다고 볼 수 있다. 외래 고객들은 빠른 시간에 높은 질의 진료서비스를 받는 것을 우선으로 하고, 입원 고객들은 이미 진료 및 치료가 이루어진 상태에서 병원에 머무르는 시간이 많으므로 친절한 서비스 제공자와 시설 및 환경과 같은 물리적인 요인을 중요시 하게 된다. 가장 중요한 것은 병원의 입장에서 고객들이 중요시하는 요인들이 파악이 된다면 현재의 고객들의 만족도 수준을 측정하여 개선 방안을 연구하여야 한다. CS 포트폴리오 상의 위치는 고정불변의 것이 아니라, 병원이 노력하고 개선하는 정도에 따라 끊임없이 변화할 수 있는 일종의 산출물이다. 따라서, 본 연구는 종합병원 의료서비스 품질과 고객만족도 간의 관계를 규명하는 것 뿐만 아니라, 더 나아가서 조직의 경영 및 마케팅 전략 차원에서 효과적인 목표 정립과 그에 대한 대응방안 수립, 전략이행을 위한 기초자료로 활용될 수 있다는 것에 큰 의의가 있다. Survival competitions have been deepened and the importance of medical managements is being raised owing to new construction and expansion of large medical institutions nowadays together with domestic entries of foreign hospitals. So, strategic countermeasures for ensuring differentiated competitiveness are required urgently. In this medical environment, domestic medical institutions are carrying out various activities for measuring medical service`s quality and patient`s satisfactions recently as competitive advantage strategies. However, present situations of each medical institute, problem analysis, and checking activities of management efficiency are in the situations of finding its way yet, and corresponding researches are insufficient too. This study analyze the importance of medical service`s quality and accomplishments having been recognized to customers by modeling a specific university hospital, and then will present a marking strategy bases on these results. As the result of research, it was shown such like outpatients recognized medical services and processes essentially among medical-service qualities, and inpatients thought kindness, processes, and facility/environmental aspects more importantly among the qualities. This kind of differences could be seen as being derived from pursuing purposes between inpatients and outpatients even though providing similar services to the same place. Outpatients take precedence on high-quality medical services within quick time, and inpatients become to consider physical elements such as kind service providers, facilities and environment important because they stay in the hospital long in state of finishing medical examinations and treatments. What is most important thing is that improving methods have to be researched by measuring current consumer`s satisfactions if their preferring factors are grasped from the hospital`s stance. Locations on the CS portfolio are not fixed and constant, and it can be changed limitlessly according to efforts and improvements by the hospital. Therefore, this study could endow a meaning in that research results are able to be applied as a basic data for finding out relations medical service`s quality in the general hospital with customer satisfactions, and further establishing effective goals from management and marketing strategic dimensions, setting up countermeasures for it, and making strategies executed.

집단미술치료 프로그램이 흡연 여고생의 학교생활 부적응행동, 자기효능감 및 대인관계에 미치는 효과

박인숙 ( In Sook Park ),구영애 ( Yeong Ae Ku ) 경희대학교 경영연구원 2013 의료경영학연구 Vol.7 No.2

The purpose of this study was to examine the effects of group art therapy program on school maladjustment, self-efficacy and interpersonal relationship of female high school smokers. For this purpose, this study implemented the group art therapy program for female high school smokers and examined changes in school maladjustment, self-efficacy and interpersonal relationship through a survey before and after participation in the group art therapy program. This study was conducted in order of pre-test, group art therapy program and post-test between 27 August and 30 November 2012. In this process, a questionnaire survey was conducted on the school maladjustment, self-efficacy and interpersonal relationship before and after implementing the group art therapy program. The collected data were analyzed by using SPSS WIN 18.0, and frequency and percentage were calculated as a general property of the study subjects. In order to verify the effect of the group art therapy program, this study evaluated the mean value and standard deviation by the points obtained before and after the group art therapy program, and then repeated measures t-tests were performed. As a results, the group art therapy program reduced the school maladjustment of female high school smokers, and was effective in increasing relationships with teachers, relationships with learning activities and relationships with school rule observance of the school maladjustment. The group art therapy program increased the self-efficacy of female high school smokers and was effective in increasing the factors of self-efficacy, general and social self-efficacy. The group art therapy program increased the interpersonal relationships of female high school smokers and was effective in increasing communication, trust, intimacy and openness of the interpersonal relationships. Based on these results, this study suggested that the group art therapy program provides an opportunity for desirable school life by encouraging introspection and changes in behavior of female high school smokers.

소비자 가치가 브랜드 카리스마, 브랜드 태도 및 구매의도에 미치는 영향에 관한 연구 -매스티지 브랜드를 중심으로-

신건철 ( Geon Cheol Shin ),구영애 ( Yeong Ae Ku ),최성환 ( Sung Hwan Choi ) 한국품질경영학회 2011 품질경영학회지 Vol.39 No.4

Now, the Korean consumer market enters into the stage of the advanced country type`s mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipo-larity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer- related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

합창 공연의 서비스품질인 물리적 환경, 상호작용 품질, 결과 품질이 행동의도에 미치는 영향연구

구은자(Koo, Eun-Ja),구영애(Ku, Yeong-ae),최성환(Choi, Sung-Hwan) 한국산학기술학회 2015 한국산학기술학회논문지 Vol.16 No.12

문화예술공연은 소비자가 경험을 통해 가치를 얻고자 하는 서비스의 한 영역으로서 소비자가 중요하게 판단하는 서비스 품질에 대한 종합적인 연구가 필요하다. 또한 다양한 서비스산업과 분야에서 서비스품질에 관련된 연구들이 활발하 게 진행되고 있지만 공연사업에서는 서비스품질과 관련한 연구는 그다지 많지 않다. 이에 공연산업은 고유의 주제를 표현하 기 위하여 공연장의 서비스 품질이 많은 영향을 주고 있는데 아직까지 공연예술의 관람객에 대한 이용형태별 공연예술의 선택 속성, 즉, 물리적 환경 품질, 상호작용 품질, 결과품질이 공연 선택에 어떠한 영향을 미치는가에 대한 연구는 이루어지지 않았다. 따라서 본 연구는 합창 공연 이용객을 중심으로 합창 공연 이용형태에 따라 공연 선택 시 고려하는 물리적 환경 품질을 파악하고, 이러한 요인들이 상호작용 품질과 결과 품질, 행동의도에 어떠한 영향을 미치는지 분석하여 향후 마케팅 전략을 수립하는데 시사점을 제공하는데 있다. A cultural and art performance is a domain of the service from which consumers want to get a value through the experience, and a comprehensive study of the service quality the consumers judge to be important is necessary. Also, there are active studies of service quality in various service industries and fields, but there are not many studies related to service quality in the performance business. In the performance industry, the service quality of the theater has a great influence in order to express the distinct theme, and yet, there has been no study of the influences of the choice factors of performing arts, the quality of the physical environment, in other words, the quality of interaction and the quality of the outcome of their selection of a performance of each type of use by the audience of performing arts. Thus, this study aims to understand the quality of physical environment considered by the audience of a choir performance in the selection of the performance according to the type of use of the choir performance and analyze the influences of these factors on the quality of interaction, the quality of outcome and behavioral intention to provide suggestions for the establishment of marketing strategies in the future.

간호학생의 성격유형에 따른 자아인식과 임상실습수행능력의 차이에 관한 연구

박인숙 ( In Sook Park ),구영애 ( Yeong Ae Ku ) 경희대학교 경영연구원 2013 의료경영학연구 Vol.7 No.1

This study is intended to identify how personalities of nursing college students are, how self-perception level is depending on their personalities and what relation exists between clinical practice capability of nursing college students based on Choi Mi Sook`s (2005) supplemented paper, which reinforced measuring tools developed by Lee Won-Hee, Kim Cho-Ja, Ryu Ji-Soo, Lee Hye-Sook, Kim Gyeong-Sook, Lim Seong-Min (1991) based on MBTI personality test and Ego-gram Check list of Korea Transactional Analysis Association and Six-Dimension Scale of Schwirian(1978). Therefore, this paper is intended to make individuals understand their personalities and advance them toward desirable direction, and supplement their weakness. Then consequently help them to become satisfactory nurses for their job and make them more efficient nursing human resources. From the results of this study, it is recognized that self-perception for nursing college student is different depending on their personalities and capabilities of clinical practice are also different for each student. And it`s required to develop education programs and strategy of practice suitable for personalities of students and operate them efficiently. Capability for clinical practice is proved to nourish problem-solving capability for nursing college students and enhance education-learning course for individual by learning and practicing technologies, knowledge and attitudes. In addition, this capability is believed to give them sufficient skills to play roles for specialized future nurses who are autonomous and creative. Therefore, this paper proposes that addressing the relation between self-perception and clinical practice capability depending on personality of nursing college students is helpful for qualitative enhancement of clinical practice education.

병원 종사원의 내부마케팅 활동이 직무만족 및 외부고객 지향성에 미치는 영향 연구

한용준 ( Yong Jun Han ),구영애 ( Yeong Ae Ku ),안성식 ( Sung Sik Ahn ) 경희대학교 경영연구원 2012 의료경영학연구 Vol.6 No.2

This study aims to verify the effects of the internal marketing activities based on the general hospital employees on their job satisfaction and the external customer orientation, and through this, to establish the effective internal marketing strategy. To achieve this goal, the research models were set based on the theoretical and empirical results of the existing precedent study, and it was evaluated and verified by using Anova and regression analysis. As results of study, there were differences of the satisfaction of the internal marketing activities depending on the general attributes of the hospital internal employees(gender, marital status, number of positions, occupations, years of service,) except the satisfaction of the organization vision depending on the position and the satisfaction of the organization vision depending on the years of service. In addition, there were also differences between the job satisfaction and external customer orientation depending on the general attributes of the internal employees. As results of the analyzing the effects of the internal marketing activities on the job satisfaction, it could be confirmed that all internal marketing activities factors except the internal communications had effects on the job satisfaction. Finally, as results of analysis of the impact relationships of the job satisfaction on the external customer orientation, it can be seen that the significant impact relations were formed between two factors. Based on this result, in the conclusion, the implications about the role of the detail internal marketing strategy and organization considering the general attributes of the internal employees were presented.

가정간편식(HMR) 구매행동을 향상시키기 위한 전략적 방안 제시연구: IPA분석을 중심으로

남동현 ( Nam¸ Dong-hyun ),구영애 ( Ku¸ Yeong-ae ),안성식 ( Ahn¸ Sung-sik ) 한국고객만족경영학회 2021 고객만족경영연구 Vol.23 No.3

현대사회는 급속한 경제발전과 소득 증대로 인해 라이프스타일이 크게 변화되고 있다. 특히, 여성의 사회진출의 기회가 늘어나면서 맞벌이 부부가 증가함에 따라 기존의 여성 주부들이 해오던 가정의 식사준비를 제대로 할 수 없게 되었다. 이 외에도 젊은 층의 열악한 경제 사정으로 결혼을 기피하는 현상과 황혼 이혼 및 사별 등의 이유로 1인 가구가 점점 증가하는 등 전반적인 사회ㆍ경제적 변화와 인구ㆍ가구구조의 변화를 맞이하고 있다. 이처럼 시장 환경의 변화로 소비자들의 맛과 요리의 편리성 등 다양한 요구가 늘어나고 건강과 다양성을 중시하는 방향으로 변화되고 비대면 시대로 유통업계의 성장이 둔화됨에 따라 가정간편식은 새로운 비즈니스 모델로 주목받기 시작하였다. 기업에서는 이를 극복하기 위한 전략상품으로 가정간편식을 분류하고 이러한 소비자 집단을 목표시장으로 다양한 제품을 출시하고 있다. 가정간편식 시장이 지속적으로 성장함에 따라 세분화된 가정간편식 개발에 대한 소비자 요구 파악을 통해 가정간편식의 품질 향상과 다변화를 통한 시장 확대를 통해 경쟁우위를 확보하여야 한다. 이에 본 연구에서는 IPA분석을 활용하여 가정간편식 선택속성을 측정하고 중요도와 만족도를 분석하여 분석된 결과를 바탕으로 소비자들의 구매행동을 높이기 위한 전략적 방안을 제시하고자 연구를 진행하였다. 연구결과, 가정간편식 선택속성에 따라 구매행동에 영향을 미치는 것으로 나타났다. Our modern society is going through significant changes in lifestyle due to rapid economic progress and income increase. In particular, since the number of two-paycheck couples is on the rise as the opportunities for women to advance into society expands, it has become difficult to properly prepare meals at home in the way housewives used to carry out in a conventional manner. In addition, we are facing general socioeconomic changes and transformation in the structure of population and household as the number of single-person households is gradually growing because young people tend to avoid marriage due to poor economic conditions, and the elderly couples get divorced or suffer a bereavement. Like this, the changed aspect in the market environment leads to increase of various demands of consumers in terms of convenience of taste and cooking, putting emphasis on health and diversity. Moreover, the growth of distribution industry is slowing down because of the shift to enlarging non-face-to-face culture. All such phenomena made home meal replacement (HMR) attract attention as a new business model. Companies classify HMR as a strategic product to overcome this issue and start to earnestly launch a variety of products targeting this new consumer group. As HMR market continues to grow, it is required to secure a competitive advantage through market expansion based on quality improvement and diversity of HMR by identifying consumer needs for the subspecialized HMR development. With this in mind, based on the analysis results of measurement of HMR selection attributes and analysis of importance and satisfaction using the IPA analysis method, this study conducted research to present strategic proposals aiming at improving purchase behavior of consumers. According to the research results, it turned out that the selection attributes of HMR gave an influence on purchase behavior of consumers.