CS 포트폴리오를 이용한 의료기관 경쟁력 향상 방안에 관한 연구

한용준 ( Yong Jun Han ),김성택 ( Sung Tack Kim ),안성식 ( Sung Sik Ahn ) 경희대학교 경영연구원 2012 의료경영학연구 Vol.6 No.4

In this study, it was researched what attributes medical consumers consider as standards of their selections of a medical institution and how they evaluate importance of and satisfaction with attributes in selecting a medical institution. In addition, the purpose of this study is to provide implications on what marketing strategies a medical institution should formulate in order to improve its competitiveness on the ground of standards of evaluation of attributes medical consumers consider. For this purpose, importance of and satisfaction with attributes in selecting a medical institution were analyzed and studied through a CS portfolio. The result of this study presents that variables which can be revealed as core competency in each attribute, such as operation rooms in a medical institution, security of facilities in recovery rooms, retention of particular examination equipment relevant certain surgeries, kindness and abilities of doctors in charge, experience and medical treatment technologies of a medical institution, retention of appropriate professional manpower and medical techniques, overall awareness, reputation from people, use of latest medical equipment and medical technologies, and reliability of medical services, are placed in the first quadrant on the CS portfolio and show currently good outcomes. Thus, a medical institution should keep making efforts in these areas. The result of this study also show that other variables revealed as peripheral competency are mainly in the third quadrant of the CS portfolio and thus they should be gradually improved. On the ground of the results above, this study is intended to suggest ways of strategic marketing with which a medical institution can enhance satisfaction and loyalty of customers as well as improve its competitiveness.

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.

제품의 속성별 선호역전에 따른 소비자의 선택변화 영향 연구 : 의료서비스 상품과 일반 제조품 비교 중심으로

한용준(Yong-Jun Han),조성찬(Seong-Chan Jo) 한국산학기술학회 2019 한국산학기술학회논문지 Vol.20 No.8

본 연구는 상품 특성 및 상황에 따른 선호역전 현상이 선택에 어떠한 영향을 미치는 지를 규명하여 소비자 의사결정 논리체계를 살펴보고, 선택변화에 영향을 미치는 변인들을 규명하여 효과적인 의사결정 및 마케팅 전략을 수립하는데 목적이 있다. 본 연구의 목적인 소비자 선호역전과 선택변화 간의 영향관계를 확인하기 위해 3가지의 연구문제를 설정하였으며, 범주형 종속변수를 고려하여 다항로지스틱 회귀분석을 실시하였다. 연구 결과, 의료서비스 상품과 일반 제조품의 선호도 감소가 선택변화 및 선택연기에 유의한 영향을 미치는 것을 확인함으로써 연구문제 1을 해결하였다. 그리고 의료서비스 상품에서 속성의 중요도에 따른 선택변화가 일반 제조품에 비해 더욱 민감하게 작용한 반면, 선호역전에 따른 선택변화가 일반 제조품에서 더욱 높게 나타남을 확인하였다. 본 연구는 기존의 선호 및 선호역전 연구와는 다른 관점에서 소비자의 중심가치로서의 선호 개념을 조명하여 선택 간의 인과관계를 확인하였으며, 선호역전에 따른 선택변화 뿐만 아니라 선택연기와 같은 다른 대안까지 포함할 수 있음을 연구결과로 제시함에 따라 그에 따른 이론 · 실무적 시사점을 제공하는 데 의의가 있다. This study investigated the effects of preference reversal according to product characteristics and situation. To investigate the relationship between consumer preference reversal and selection change, three research problems were set up and multiple logistic regression analysis was performed considering categorical dependent variables. The results showed that the decrease in preference for the medical service products and general manufacturing products had a significant effect on selection change and selection delay. In addition, we found that selection change according to the importance of attributes in the medical service product was more sensitive than the general product, while selection change according to the preference reversal was higher in general products. This study examined the causal relationship between choices by illuminating the preference concept as the central value of consumers from a different viewpoint than the existing preference and preference inversion research. In addition, the results of this study suggest that it can include not only selective change according to preference reversal, but also alternatives such as selective delay.

의료 서비스 품질지각 정보가 서비스 만족, 신뢰, 행동의도에 미치는 영향 연구 -정교화 가능성 모델의 관점에서-

한용준 ( Yong Jun Han ),오경석 ( Kyeong Seok Oh ),이훈영 ( Hoon Young Lee ) 한국고객만족경영학회 2013 고객만족경영연구 Vol.15 No.3

본 연구는 의료기관에서 제공하는 서비스 품질을 정교화 가능성 모델(ELM)의 관점에서 중심정보(공감성, 유형성, 안전성, 효율성, 진료효과성)와 주변정보(병원 명성, 홍보 활동, 구전 정보)로 구분하여 서비스만족, 신뢰, 행동의도 간에 구조적 관계를 연구하였다. 이는 최근 정보력이 강화되고, 스마트해지는 의료 고객들이 증가하는 의료 환경을 반영하여 행동의도 간의 직접적인 인과관계를 파악하는 데 목적이 있다. 분석 결과, 연구 모형에 대한 측정 모형과 구조 모형은 높은 적합도를 나타내었으며, 대부분의 연구가설도 통계적으로 유의하게 제시되었다. 첫째, 핵심 의료서비스 품질이라고 규명할 수 있는 의료서비스 품질지각 중심정보는 모두 서비스 만족에 유의한 영향을 미치는 것으로 나타났다. 그 중에서 진료효과성, 안전성, 유형성에 대한 중요도가 상대적으로 높았다. 둘째, 의료서비스 품질지각 주변정보 역시 모두 신뢰 형성에 유의한 영향을 미치는 것으로 나타났다. 특히, 병원 명성에 대한 의료 고객들의 중요도 인식이 매우 높음이 확인되었다. 셋째, 서비스 만족 및 신뢰는 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 연구 결과를 요약하면 경쟁이 심화되고 있고, 의료기관에 대한 객관적인 정보가 넘쳐나고 있는 상황속에서 각 의료기관에서는 핵심 의료서비스 품질과 더불어 경영학적인 관점에서 병원 명성 및 브랜드 이미지 제고를 위해 힘써야 한다는 것을 시사하고 있다. 또한, 이러한 명성 및 홍보 활동, 긍정적 이미지 형성은 해당 의료기관의 주도적인 노력만으로 통제되기 어려운 측면이 있기 때문에 단기적 관점이 아닌 장기적 관점에서 전략적으로 향상시키는 방안을 강구하여야 한다. 그렇게 함으로써 기존 고객과의 우호적인 관계를 강화할 수 있을 뿐만 아니라 재이용 및 긍정적 구전을 통해 신규 고객 확보에도 영향을 미칠 수 있으며 전반적으로 해당 의료기관의 경쟁력 향상에 이바지할 수 있으리라 생각된다. From the perspective of elaboration likelihood model(ELM), this study examined the structural relationship among service satisfaction, trust, and behavioral intention by dividing the quality of services offered by medical institutions as the following: central informations(empathy, tangibility, safety, efficiency, and effectiveness of medical services) and peripheral informations(hospital reputation, promotional activities, word-of-mouth information). The objective is to identify the direct causal relationships among behavioral intentions by reflecting the recent medical environment with stronger information capability and increasingly sophisticated medical customers. The analysis has revealed that the measurement model and a structural model of the research had a high goodness-of-fit, and most of the hypotheses were statistically significant. The research findings are as follows. First of all, all perceived quality central informations of medical services, which are core medical service quality, had a significant impact on service satisfaction. Among them, ``effectiveness of medical services``, ``safety``, and ``tangibility`` were more important than others. Second, all perceived quality peripheral informations of medical services also had a significant impact on establishing trust. In particular, the fact that medical customers consider hospital reputation to be very important was confirmed. Third, service satisfaction and trust had a positive impact on behavioral intention. The research findings suggest that medical institutions should strive to boost their reputation and brand image from a management standpoint, as well as their key medical service quality, amid increasingly fierce competitions and abundance of objective information on medical institutions. In addition, since their reputation, promotional activities, and positive image are not likely to be controlled through self-initiated efforts alone, they should pursue their strategies with long-term perspectives, instead of short-term perspectives. If they carry it out, they could strengthen their amicable relationship with existing customers, attract more customers through their revisit and positive word-of-mouth, and even boost their overall competitiveness.

종합병원의 조직문화 변화노력이 개인 업무성과 및 조직성과에 미치는 영향 연구 -대학병원과 기업병원의 비교를 중심으로-

한용준 ( Yong Jun Han ),노건창 ( Kun Chang Roh ),이훈영 ( Hoon Young Lee ) 한국경영공학회 2015 한국경영공학회지 Vol.20 No.2

While the medical industry is going through rapid change of internal and external environment, which had been considered as no competition with it, the necessity of organization change to survive is rising in hospital organization. So the purpose of this study is to figure out what influence the level of changing efforts of organization culture, which is most basic thing in change of organization, has to individual and organizational work performance by comparison and research between the university hospital and corporation hospital. The result of analysis shows that measurement model and structure model has high goodness-of-fit on study model, and most of the study hypothesis shows partly significant results. First, the type of organization culture of hospital, which has significant influence on individual work performance, are rank aiming culture, performance aiming culture and innovation aiming culture, and the type of organization culture which has significant influence on organizational performance are relationship aiming culture and innovation aiming culture. Second, the result of examination on the relationship of influence between the organization culture type and performance according to characteristic of hospital and level of changing efforts shows that the important organizational culture type for performance are performance aiming culture and innovation aiming culture in university hospital, and innovation aiming culture, rank aiming culture and relationship aiming culture in corporation hospital. And it was confirmed that the organization culture which has the more changing efforts, it responds more sensitively on individual work performance and organizational work performance comparatively. Considering based on study results above, the hospital organization must develop plans of building positive organizational culture and activation of it through effective organizational culture administration and efforts of change for performance increase and sustainable growth. It means the result implies that the successful change of the organizational culture could be achieved when they put long term efforts to improve nature of organization through correct understanding and diagnosis on organizational culture, and develop a program for administration of organizational culture change appropriate to that organization, and there are the consent and participation of organization members under active attention of manager.

항공서비스의 관계효익과 고객가치, 고객만족도, 고객충성도와의 구조적 관계에 관한 연구

서명선 ( Myung Sun Suh ),한용준 ( Yong Jun Han ),안성식 ( Sung Sik Ahn ) 한국항공경영학회 2012 한국항공경영학회지 Vol.10 No.4

본 연구에서는 항공서비스에서의 관계마케팅 활동이 고객의 관점에서 어떠한 편익을 제공하고, 그와 같은 편익이 과연 고객의 가치 및 만족 등에 영향을 미치는 지에 대해서 알아보았다. 또한, 항공사의 입장에서 어떤 효과적인 관계마케팅 전략을 수립해야 하는지에 대한 시사점을 제공하는 데에 그 목적이 있다. 따라서 관계마케팅에서 가장 중요하게 대표될 수 있는 개념인 관계효익과 고객가치, 고객만족, 고객충성도 간의 영향관계를 연구·분석하였다. 연구 결과, 관계효익이 고객가치에 긍정적인 영향을 미치고 있음을 확인하였고, 경제적 효익을 제외한 3가지 효익(심리적, 사회적, 특별우대)이 고객만족도에 유의한 영향을 미치는 것을 입증하였다. 그리고 고객가치가 고객만족도 및 고객충성도에 유의한 영향을 미치고, 고객만족도 역시 고객충성도에 유의한 영향을 미치는 것을 확인하였다. 상기의 연구 결과를 바탕으로 항공사가 고객의 만족 및 충성도를 보다 더 높일 수 있는 전략적 마케팅 방안을 제시하고자 한다. In this research, it was intended to study what kinds of benefits the relational marketing activities provide from the customer`s point of view, and how such benefits affect the customer`s value and satisfaction. Accordingly, such concepts that are regarded to be the most important in relational marketing as correlations between relational benefits and customer value, customer satisfaction, and customer loyalty were researched and analyzed. As a result of research, it was found that the relational benefits positively influenced the customer value, and the 3 of the benefits (psychological, social, and special treatment) except for economical benefit notably influenced the customer satisfaction. In addition, it was found that the customer value notably affected the customer satisfaction and customer loyalty, and the customer satisfaction also notably influenced the customer loyalty. Based on the above results, it is intended to suggest strategic marketing measures that can increase the satisfaction and loyalty of customers from the airline`s position.

간호대학생의 학습유형에 따른 문제해결능력 및 임상수행능력

박인숙 ( In Sook Park ),한용준 ( Yong Jun Han ),노건창 ( Kun Chang Roh ) 경희대학교 경영연구원 2014 의료경영학연구 Vol.8 No.2

This study investigates the differences in the problem solving ability and clinical performance competency by learning style of nursing students. And this study analysis the effect of problem solving ability on clinical performance competency of nursing students. The data was collected from nursing students through a structured questionnaire. The statistical analysis methods were frequency analysis, reliability analysis, ANOVA, and multiple regression analysis. The learning style of nursing students was classified by the diverging, assimilating, converging, accommodating, and it was diverging 24.7%, assimilating 34.4%, converging 26.0%, accommodating 14.9%. The problem solving ability was classified by the confidence, approach-avoidance style, and personal control. Also, the clinical performance competency was classified by the nursing process, nursing skills, education/cooperative relations, interpersonal-relationships/communication, and professional development. There were significant differences in the problem solving ability and clinical performance competency by learning style of nursing students. The diverging was showed the highest score in the problem solving ability and clinical performance competency. The confidence and approach-avoidance style of the problem solving ability influenced the nursing process, nursing skills, and professional development. The confidence of the problem solving ability influenced the interpersonal-relationships/communication, and the approach-avoidance style influenced the education/cooperative relations. Specially, approach-avoidance style of the problem solving ability was important factor for the clinical performance competency. The results of this study will provide useful data on the nursing education through problem based learning and clinical practice.

이미지 필터 조정 및 특징을 나타내는 웹 사이트 개발

조규철(Cho Kyu Cheol),한용준(Han Yong Jun) 한국컴퓨터정보학회 2023 한국컴퓨터정보학회 학술발표논문집 Vol.31 No.2

입원기간에 따른 의료서비스 품질요인이 고객만족에 미치는 영향에 관한 연구

이훈영 ( Hoon Young Lee ),정기택 ( Kee Taig Jung ),신은규 ( Eun Kyu Shine ),한용준 ( Yong Jun Han ) 한국병원경영학회 2008 병원경영학회지 Vol.13 No.3

The purpose of this study is to identify which factors of medical service quality were considered important by patients based on survey on eight hospitals located in Seoul. We analyzed the difference in impact of health service quality factors between the two groups with short and long inpatient days. In addition, we analyzed which service factors affected the customer satisfaction more differently across the inpatient groups. We found that patient satisfaction was not different between the two groups with short and long inpatient days. But the two groups showed different priority orders of medical service factors that affect patient satisfaction. In the group with long inpatient days, the order of medical service factors are cleanness, speciality, process. In the group with short stay, important factors are speciality, cleanness and convenience of facilities. These findings imply that hospitals should set up different marketing strategies across the different inpatients groups.

라이프스타일 유형에 따라 스트레스 대처방식이 심리적 소진에 미치는 영향 연구

안성식 ( Sung Sik Ahn ),김춘숙 ( Chun Sook Kim ),한용준 ( Yong Jun Han ) 경희대학교 경영연구원 2013 의료경영학연구 Vol.7 No.3

This study aims at offering rudimentary materials in an attempt to effectively manage the human resources and build organizational culture on its organizational dimension, enhancing quality of every individual life by letting anyone cope with stress posing as a threat to personal health protection and corporate management. In order to handle this, this study has been conducted to examine the causal relationship between stress coping style and psychological burnout and control effect of lifestyles which can play important roles as individual external factors. First as an analysis result, it turned out that problem-focused coping which was proactive coping and wishful thinking which was passive coping had the significant impacts on lack of personal achievement, while problem-focused coping which was proactive coping and emotion-focused coping which was passive coping had signigicant impacts on emotional exhaustion. Second from analysis of control effect on lifestyles between the relationship of two factors as above, it also turned out that it decreased psychological burnout when people with lifestyles of trend following and aesthetics-oriented made problem-focused coping, and when people with lifestyle of health following or economy-practicality made emotion-focused coping or wishful thinking. A summarized implication from the study shows that every individual needs to set up its own coping strategy, dividing its ways of stress copings which impact on prevention of psychological burnout into two, proactive and passive coping. The most important element at organizational dimension constitutes the efforts to solve the problems. On the organizational dimension, the human resource management in the organization should be focused on enhancing job satisfaction through adequate compensation for the effort striven from every member of employee, aggressive enforcement of work-family reconciliation policy, and psychotherapy program rather than negative incentive methods because every individual member of organization has suffered with lots of stress resulting from putting efforts on adapting to the ever-changing circumstances.