의료서비스의 내부마케팅 전략수립을 위한 내부고객세분화와 보상정책의 적용에 관한 연구

백수경,Paik, Soo-Kyung 한국병원경영학회 2001 병원경영학회지 Vol.25 No.3

This research examines the compensation package maximizing the utilities of internal customers by applying the market segmentation theory. Data were collected from four Korean hospitals in Seoul, Pusan and Kyunggi-do. The research is designed to seek the compensation package maximizing the utility of doctors and nurses by applying the market segmentation theory. The compensation package for doctors and nurses was classified into 5 attributes which are level of salary, payment method, education, promotion, reward method. The test results were as follows. First, the relative importance of each attribute in the compensation package is different. The level of salary is the most important, reward method is the next. Second, the utility of doctors increases by 8.7%, when they are segmented on the basis. of their preference for compensation attributes while that of nurses increases by 39.8%. The results of this study imply that the utility of doctors and nurses increases with differentiated compensation package for internal customer segmented by their preference.

의료서비스의 내부고객만족, 외부고객만족 및 고객애호도의 인과관계

백수경,Paik, Soo-Kyung 대한예방의학회 2002 Journal of Preventive Medicine and Public Health Vol.35 No.3

Objective : To empirically investigate the relationship of internal and external customer satisfactions, service quality, and customer loyalty in medical services. Methods : This essay proposes an integrated model to explain the causality of internal and external customer satisfactions, service quality, and customer loyalty. To this end, a structural model was developed, consisting of the following factors: internal and external customer satisfactions, service quality, and customer loyalty. The study included 214 sets of data, with 107 sets being collected for both out-patients and in-patients. The data were analyzed using AMOS 4.0. Results : We found the greater the internal customer satisfaction, the greater the out-patient quality of service quality. Secondly, the greater the service quality, the greater the external customer satisfaction of both in- and out-patients. The service quality of doctors, compared to that of the nurses, had a greater effect on external customer satisfaction. Thirdly, the service quality of doctors and nurses affected both internal and external customer satisfactions, which ultimately affected the customer loyalty. Finally the greater the external customer satisfaction, the greater the customer loyalty. Conclusion : This Study confirms the positive relationship among the internal and external customer satisfactions, service quality, and customer loyalty, which proves the doctors quality of service is the primary factor for external satisfaction, and customer loyalty relating to medical services.

혼합회귀모델을 이용한 의사의 선호보상체계 분석

백수경 ( Soo Kyung Paik ),곽영식 ( Young Sik Kwak ) 한국병원경영학회 2005 병원경영학회지 Vol.10 No.4

의료서비스의 성과 제고를 위한 가격전략 -건강검진료 다단계가격책정을 위한 시장세분화를 중심으로-

백수경 ( Soo Kyung Paik ),곽영식 ( Young Sik Kwak ) 한국보건행정학회 2003 보건행정학회지 Vol.13 No.4

This research objective is to determine the optimal price break points for n-block tariff, because comparing non-linear pricing with uniform pricing on the basis of profit, n-block tariff outperforms two-part tariff, all unit discount price schedule, and uniform pricing. Although the merits of non-linear pricing are well documented, the attempt to practice the non-linear pricing in medical service sector has been relatively rare. The determination of the parameters under n-block tariff is the interesting decision making agenda for marketers. Under n-block tariff, the marketers should decide the optimal price break points and the optimal marginal price for each price zone. The results can be summarized as follows: The researchers found that mixture model can be the feasible methodology for determining the optimal number of n-block tariff and identifying the optimal segmentation criteria. We demonstrate the feasibility and the superiority of the mixture model by applying it to the database of medical examination. The results appear that the number of patients per month can be the optimal segmentation variable. And 6-block tariff is the optimal price break for this medical service.

의료서비스의 내부마케팅 전략수립을 위한 내부고객세분화와 보상정책의 적용에 관한 연구

백수경(Soo Kyung Paik) 한국병원경영학회 2001 병원경영학회지 Vol.6 No.3

This research examines the compensation package maximizing the utilities of internal customers by applying the market segmentation theory. Data were collected from four Korean hospitals in Seoul, Pusan and Kyunggi-do. The research is designed to seek the compensation package maximizing the utility of doctors and nurses by applying the market segmentation theory. The compensation package for doctors and nurses was classified into 5 attributes which are level of salary, payment method, education, promotion, reward method. The test results were as follows. First, the relative importance of each attribute in the compensation package is different. The level of salary is the most important, reward method is the next. Second, the utility of doctors increases by 8.7%, when they are segmented on the basis of their preference for compensation attributes while that of nurses increases by 39.8%. The results of this study imply that the utility of doctors and nurses increases with differentiated compensation package for internal customer segmented by their preference.

서비스 상황에 따른 속성 성과의 긍정적인 수준과 부정적인 수준이 마케팅 성과에 미치는 비대칭적인 영향 -종합병원 의료서비스를 중심으로-

백수경 ( Soo Kyung Paik ),유필화 ( Pil Hwa Yoo ) 한국소비자학회 2002 소비자학연구 Vol.13 No.3

This research examines the asymmetric impact of negative and positive performance level of the attribute on customer satisfaction and loyalty - repurchase intentions and words-of-mouth, as service contingency. The hypotheses are empirically tested using the survey data for the out-patients and in-patients of two hospitals in Seoul, Korea. The results show that the negative attribute performance levels of administrative services have a greater impact on out-patient satisfaction, repurchase intentions and words-of-mouth than positive attribute level. On the other hand, the positive attribute levels of doctor and nurse services have a greater impact on dependent variables than the negative levels. The doctor and nurse services have utility-enhancing attributes and a higher potential for positive disconfirmation while the administrative services have utility-preserving attributes and seem to have a higher potential for negative disconfirmation. The results have strategic implications for service management. It is more important to enhance the negative attribute levels for the administrative services while the positive disconfirmation is more important for the professional service-for example, doctor and nurse services- to increase the marketing performance.

병원이용빈도와 진료수익성 분석을 통한 외래환자 시장세분화

류상희 ( Sang Hee Ryu ),백수경 ( Soo Kyung Paik ) 한국병원경영학회 2002 병원경영학회지 Vol.7 No.4

The research objective is segmenting outpatients for CRM(Customer Relationship Management) in medical service. Using modified RFM(Recently, Frequency, Monetary) method based on frequency and profitability in the hospital, the data were analyzed with the data mining technique. The result can be summarized as follows : The outpatients were semented into the four groups: 1) the loyal patient group, who have kept visiting until recently and give high profitability; 2) potential loyal patient group, who give lower profitability but high frequency of use, 3) potential withdrawer patient group, who have lower frequency of use but give high profitability and; 4) withdrawer patient group, who give low frequency of use and have not visited recently.

건강검진 일반수가 비선형가격체계간 이익비교에 관한 연구

곽영식 ( Young Sik Kwak ),백수경 ( Soo Kyung Paik ),윤경재 ( Kyung Jae Yoon ) 한국보건행정학회 2008 보건행정학회지 Vol.18 No.3

Nonlinear pricing abounds in practice because it is a potentially powerful pricing method to explore consumer surplus. The various forms of nonlinear pricing are feasible within a given industry. In this context, it is important for manufacturers and retailers to understand which nonlinear pricing scheme is appropriate to apply in their specific situation and which nonlinear pricing schedule is the most profitable in their market situation. Although the merits of nonlinear pricing are well documented, the attempt to apply nonlinear pricing in medical service has been relatively rare. The researcher aims to try to full this gap by applying a practice-oriented simulation model to health examination data. We compare the sales volumes among nonlinear pricing scheme such as n-block tariff, two-part tariff, and uniform pricing. We found that n-block tariff outperforms two-part tariff and uniform pricing.

사립대학병원의 균형, 조정, 학습 전략이 경영성과에 미치는 영향

성권제 ( Kwon Je Sung ),백수경 ( Soo Kyung Paik ),류시원 ( See Won Ryu ) 한국병원경영학회 2013 병원경영학회지 Vol.18 No.2

The purpose of this study was to investigate the effect of balancing, coordinating and learning strategy on performance of private university hospitals. We think that the study will contribute to establish effective management strategy of private university hospitals. Data were collected from 69 private university hospitals. We measured balancing, coordinating and learning strategy, and perceived performance of the hospital by using 5-point Likert scale. Upper-grade general hospitals were significantly higher rate of growth and profitability than others. However, general hospitals were higher level in perceived performance than upper-grade general hospitals. Hospitals located in Seoul were significantly higher growth rate than those in other regions. Large-scale hospitals were significantly higher rate of growth and profitability than small hospitals. Qualitative performance did not different in any hospital characteristics. Growth of hospitals were significantly influenced from business strategies: selective strategy, formal coordinating strategy, and external learning strategy. Profitability of hospitals were also significantly influenced from business strategies: selective strategy, adaptive strategy, and external learning strategy. Subjective performance of hospitals were significantly influenced from external learning strategy. There were no factors that are significantly influencing on qualitative performance of hospital. To have successful performance in the competitive environment, it is recommended that private university hospitals should have to establish management strategy such as balancing, coordinating, and learning strategy.

의사들의 전문의약품 사이버영업사원 사용의도에 대한 영향요인

심재원 ( Jae Won Shim ),백수경 ( Soo Kyung Paik ),한인구 ( In Goo Han ),류시원 ( See Won Ryu ) 한국병원경영학회 2009 병원경영학회지 Vol.14 No.4

Objectives: The purpose of this study was to investigate influencing factors on physician`s intention to use cyber salesperson(cSP) to promote ethical drugs of pharmaceutical company. We considered influencing factors based on technology acceptance model(TAM) such as usefulness, easy of use, and attitude about cSP, and included trust and joyfulness of cSP. Methods: Measure items were developed from the previous studies. Data were collected from 1,012 physicians by using web-based self-administered structured questionnaire. Results: The major findings were as follows; First, attitude and intention to use cSP were not significantly varied by socio-demographic variables, such as sex, age, location, and Internet surfing time per day. Also, physician`s characteristics such as training and professional level and type of employment were not significant to the variation of attitude and intention to use cSP. Second, structural equation modeling(SEM) analysis shows that usefulness and joyfulness were influencing factors of intention to use. Attitude was revealed as significant mediating factor to intention to use. Usefulness has indirect effect on intention to use via attitude. However, trust has not significant effect on intention to use, due to suppression effect. Conclusions: This results implies that cSP will be a useful agent to promote the ethical drugs to physician. Usefulness and joyfulness should be considered as important factors in designing and operating cSP in the Internet.