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의료소비자의 관계혜태 지각이 관계의 질 및 행동의도에 미치는 영향
허철선(Che이-Seon Heo),유광우(Kwang-Woo Yoo) 한국무역연구원 2014 무역연구 Vol.10 No.1
Medical institutions are important to develop and maintain enduring relationship with medical service conswners. So, this research aims to find out the effect of medical service conswners perception of relational benefits on relationship quality and behavioral intention. On the basis of the literature review, the research model is established. This research has been done through the survey utilizing medical service consumers in Gangwondo, and the effective 368 questionnaires are tested for the research model. The main findings are as follows. First, among 5 key dimensions of relational benefits, psychological, customization, economic, and information benefits except social benefits have significant effects on relationship satisfaction. Also, medical institutions type and medical service consumers type as moderating variables are included concurrently, and the significant differences are found in other 4 benefits except relationship between social benefits and relationship satisfaction. Second, relationship satisfaction relates positively to relationship commitment and behavioral intention. But the normative commitment, one of 3 key dimensions of relationship commitment, has no significant effects on recommendation to others. Third, the revisit intention has significant effect on recommendation to others. Finally, the findings reveal that the overall goodness fit index of the model is comparatively good and model set in this research is significant. At the end of the research, managerial implications, limitations and future research directions are suggested.
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