치과 병,의원 내원환자들의 긍정적 입소문 형성과 관련된 요인

양해영 ( Hae Young Yang ),송근배 ( Kun Bae Song ),안상헌 ( Sang Hun Ahn ),진기남 ( Ki Nam Jin ) 대한예방치과·구강보건학회 2010 大韓口腔保健學會誌 Vol.34 No.3

Objectives. The purpose of this study was to evaluate the effect of positive word-of-mouth referrals of dental clinic patients. The study hoped to discover positive word-of-mouth influences for actual dental marketing practices and find ways to apply the results in word-of-mouth marketing. Methods. Data were collected from 320 dental clinic patients living in Seoul and Gyeong Gi-Do areas between October 15th and October 29th, 2007, using self recording questionnaires. A chi-square test, an independent t-test, and logistic regression analysis were applied to assess the effects of a positive word-of-mouth and related factors among dental out-patients. Results. Age was positively related with experience of word-of-mouth. The tendency of opinion lead/pursuit was higher in the positive word-of-mouth group than in the negative group. The methods by which positive word-of-mouth messages were communicated included face to face encounters, telephone calls, e-mails, and via web sites as the most common. Factors that positively influenced word-of-mouth behaviors were age, tendency of opinion lead/pursuit, high satisfaction scores with their dentist, and the kindness of the dentist. The data showed statistically significant differences. Conclusions. Not only can factors that positive influence word-of-mouth marketing strategy be used as a standard of classification for word-of-mouth marketing, but also, they can be used to increase the synergy with other dental marketing methods.

치과내원환자의 성격특성에 따른 고객충성도 및 구전효과 연구

양해영(Yang, Hae-Young) 한국산학기술학회 2011 한국산학기술학회논문지 Vol.12 No.12

최근 치과 의료계는 장기화된 경기침체와 인력 공급 증가 및 의료기관의 양적 팽창, 의료소비자의 권리의식 향상과 의료소비 욕구의 다양화에 기인하여 의료산업의 경쟁이 심화되고 있다. 이로 인한 치과 의료기관 경영의 어려 움은 치과 의료기관의 경쟁력 확보를 위한 노력을 요구하고 있다. 따라서 적은 비용으로 높은 마케팅 효과를 창출하 는 구전 마케팅을 매스커뮤니케이션 마케팅의 새로운 대안으로 적극 활용해야할 필요가 있다. 이에 본 연구는 치과내 원환자의 성격특성에 따른 고객충성도 및 구전효과 연구를 통해 치과 의료마케팅활동의 표적 집단을 정확히 파악하 고 구전촉진요소를 제시함으로써 실무적 관점의 구전 마케팅 전략방안의 기초자료를 제시하고자 한다. 이를 위해 대 구 소재 10개 치과의원을 대상으로 2011년 4월 11일부터 5월 6일 까지 4주 동안 설문을 통해 612부의 최종 분석 자 료를 얻었다. 분석 결과는 다음과 같다. 대상자의 성격 특성에 따른 고객충성도 차이는 내·외 성향에서는 유의한 차 이가 없었으며 마켓 메이븐 성향이 높게 나타난 대상자에게서 높은 고객충성도를 보였다(F=5.243, p=.006). 성격 특성 에 따른 구전 효과 차이는 외향형의 대상자(χ2=6.738, p=.006)와 마켓 메이븐 성향이 높은 대상자(χ2=17.251, p=.000) 에게서 더 많은 구전 경험 차이를 나타냈다. 본 연구 결과는 치과내원환자의 성격 특성에 따른 고객충성도 및 구전효 과의 차별적 영향력을 밝히고 있으며 이를 통해 치과의료 마케팅 전략 수립에 있어 고려해야할 실무적 관점의 전략 수립 방안을 제시한 근거자료가 될 것이라 사료된다. Recently in the dental world, competition in the medical industry has been intensified due to the prolonged economic stagnation, the quantitative expansion of medical institutions, the enhancement of medical consumers’awareness of rights, and the diversity of medical consumer needs. Dental institution management of the difficulties is the requirement for dental institution to ensure competitiveness. So Word-of-Mouth marketing, which creates high marketing effectiveness with low cost, needs to be actively utilized as a new alternative to mass communication marketing. This research is to accurately grasp the target group of dental medical marketing activities through research on the degree of customer loyalty and Word-of-Mouth effects according to character trait of the patients visiting dental clinics, and to present the basic data for Word-of-Mouth marketing strategies from a viewpoint of practical business through presenting Word-of-Mouth promotion factors. To achieve this, questionnaire survey was conducted on 10 dental clinics located in Daegu for 4 weeks from April 11, 2011 to May 6, 2011 and 612 copies of responses to the questionnaires for final data for analysis were obtained. The results of the analysis are as follows. There were no significant differences in the degree of customer loyalty according to character trait of the subjects between the introverts and the extroverts, and the subjects with high market mavens propensity were found to show high degree of customer loyalty (F=5.243, p=.006). In the differences in Word-of-Mouth effectiveness according to character trait, there were greater differences in Word-of-Mouth experiences in the extrovert subjects (χ2=6.738, p=.006) and the subjects with high market mavens propensity (χ2=17.251, p=.000). The results of this research clarifies the degree of customer loyalty according to character trait of the patients visiting dental clinics and the differentiated influences of Word-of-Mouth effectiveness, and through this, they will become basic data for presenting ways to establish strategies from the viewpoint of practical business that should be considered in establishing dental medical marketing strategies.

전자빔 가속기에 의한 페놀의 분해Ⅰ

양해영(Hae-Young Yang) 한국산업융합학회 2012 한국산업융합학회 논문집 Vol.15 No.3

This study gives the optimal reaction conditions, reaction mechanisms, reaction rates leaded from the oxidation of phenol by electron beam accelerator and ozone used for recent water treatment. It gives the new possibility of water treatment process to effectively manage industrial sewage containing toxic organic compounds and biological refractory materials. The high decomposition of phenol was observed at the low dose rate, but at this low dose rate, the reaction time was lengthened. So we must find out the optimal dose rate to promote high oxidation of reactants. The reason why the TOC value of aqueous solution wasn’t decreased at the low dose was that there were a lot of low molecular organic acids as an intermediates such as formic acid or glyoxalic acid. In order to use both electron beam accelerator and biological treatment for high concentration refractory organic compounds, biological treatment is needed when low molecular organic compounds exist abundantly in sewage. In this experiment, the condition of making a lot of organic acids is from 5 k㏉ into 20 k㏉ dose. Decomposition rate of phenol by electron beam accelerator was first order reaction up to 300ppm phenol solution on the basic of TOC value and also showed first order reaction by using both air and ozone as an oxidants.

치과의원 내원환자들의 긍정적 구전과 치과 의료서비스 품질 및 고객만족도 분석

양해영(Yang, Hae-Young) 한국산학기술학회 2010 한국산학기술학회논문지 Vol.11 No.12

치과 의료계의 국·내외 여건변화 및 의료소비자들의 의료지식 향상에 따른 기대수준과 욕구 증대는 치과 의료산업의 경쟁심화를 가져왔다. 이러한 치과의료 환경 변화에 적극적으로 대처하기 위해서는 치과의료 마케팅 전 략구축에 노력할 필요가 있다. 따라서 본 연구는 치과의원 내원환자들의 긍정적 구전과 치과 의료서비스 품질 및 고 객만족도 관계를 검증하여 치과의료 현장에서 적용할 수 있는 효율적인 마케팅 전략 개발에 필요한 근거를 제공하 고자 한다. 이를 위해 서울, 경기에 소재하고 있는 6개 치과의원을 대상으로 2010년 3월 22일부터 4월 9일까지 3주 에 걸쳐 실시하였다. 분석 결과는 다음과 같다. 긍정적 구전 경험 대상자의 치과 의료서비스 품질 인식(p<.001)과 고 객만족도(p<.001)는 비 구전 경험 대상자에 비해 높은 것으로 나타났다. 긍정적 구전 경험자의 치과 의료서비스 품질 인식과 고객만족도는 정적 상관관계(r=.852, p<.001)가 있는 것으로 나타났다. 긍정적 구전 경험자에서 치과 의료서비 스 품질 인식과 고객만족도가 일반적 특성 중 연령(p<.01, p<.001)과 치과이용 경력(p<.01, p<.05)에서 높게 인식됨을 확인하였다. 본 연구 결과는 긍정적 구전 유발을 위한 대상자별 차별화된 마케팅전략 수립에 있어 실증적 근거자료 로 활용될 것이라 사료된다. Dental health care in modern society has gradually been developing with patients’expectation, desire, and medical knowledge according to the changes in the medical industry. Dental marketing strategy is necessary to construct a better dental health environment in order to cope with customers’ changes and desire. The purpose of this study was to evaluate the positive comments by word-of-mouth experience, quality of dental clinic service and customer satisfaction among dental patients. The study surveyed 5oo subjects being treated at 6 dental clinics in Seoul and Gyeonggi province. It was conducted from March 22 to April 9, 2010. The subject groups with a positive experience through word - of - mouth who had a perception about the quality of dental clinic service (p<.001) and customer satisfaction (p<.001) were higher than other groups who had no comments on their dental treatment and clinics. The results showed that there was a correlation(r=. 852, p<.001) between the positive comments by word-of- mouthabout the quality of dental clinics serviceand customer satisfaction. The perception of dental clinic service and patients’satisfaction with positive comments by word of mouth was highly recognized by older and more experienced patients of dental treatment. Therefore, the results suggest that empirical information on important factors about strategic marketing lead to positive comments by word of mouth experience for patients in dental clinics.

전문가치면세정술 및 구강보건교육이 구강청결도와 구강보건행태에 미치는 영향

양해영(Yang, Hae-Young) 한국산학기술학회 2009 한국산학기술학회논문지 Vol.10 No.12

본 연구는 전문가치면세정술 및 구강보건교육이 구강청결도와 구강보건행태에 미치는 영향을 검증하는데 목적이 있다. 연구는 교육 군별 교육효과를 비교하기 위해 대조군 (80명-구강보건교육), 실험군 (80명-구강보건교육 과 전문가치면세정술)으로 분류하여 진행하였다. 잇솔질 횟수, 잇솔질 시간, 점심식사 후 잇솔질 실천율, 구강위생용 품 사용률, 구강청결도의 변화를 각 교육 군별로 비교분석한 결과는 다음과 같다. 잇솔질 횟수의 변화는 두 교육군 모두 증가하였으나 개별전문가치면세정술과 구강보건교육을 시행한 실험군에서만 통계학적으로 유의한 행태변화를 나타냈다. 점심 식사 후 잇솔질 실천율의 변화는 두 교육 군 모두 증가하였으나 개별전문가치면세정술과 구강보건 교육을 시행한 실험군의 증가가 더 높았고, 구강청결도의 점수는 대조군보다 실험군에서 더 높게 조사되었다. The purpose of this study was to evaluate the effect of professional tooth cleaning and dental health education on dental clearances and dental health behaviors. This study was designed into two groups, 80 persons of control group for dental health education and 80 persons of experimental group for dental health education and professional tooth cleaning. In order to compare education effects, the researcher applied different educational methods. The parameters were the toothbrushing frequency, the average tooth brushing time, the action rate of toothbrushing after lunch, and the rate of using oral hygiene product. The data were analyzed and the following was the conclusion. The frequency of toothbrushing in two groups increased. Toothbrushing frequency of the experimental group was significantly higher than that of preliminary group and control group. The action rate of toothbrushing after lunch in two groups increased. But the experimental group was significantly higher. The score for dental clearances of the experimental group were higher than those of the control group. The data showed statistically significant difference.

3% hydrogen peroxide 자가미백 부착대와 프라이머 겸용에 의한 치아미백 효과 평가

양해영 ( Hae Young Yang ),김은경 ( Eun Kyong Kim ),최성숙 ( Sung Suk Choi ),조민정 ( Min Jeong Cho ),이영은 ( Young Eun Lee ),윤호영 ( Ho Young Yoon ),송근배 ( Keun Bae Song ) 한국치위생학회(구 한국치위생교육학회) 2013 한국치위생학회지 Vol.13 No.5

Objectives: The purpose of this study was to evaluate the bleaching effect of 3% hydrogen peroxide containing strip with primer in vivo. Methods: 22 female subjects aged from 20 to 39 years old were recruited after informed consent. They were divided into two groups with control and experimental group. Experimental group was bleached with 3% HP strip with primer, and control group received placebo for 14 days. Color changes were measured with Shade Eye-NCC (Shade Eye-NCC, SHOFU Co., Japan), Shade guide (VITA classical shade guide, VIDENTTM, CA, USA) and digital camera image. All collected data were analyzed using SPSS 18.0. Results: At baseline, L* was 71.75±3.2 and b* was 14.90±3.6 in control, and L* was 71.3±3.4 and b* was 15.61±3.7 in experimental group. At day 14, L* was 71.35±3.2 and b* was 13.97±4.3 in control, and L* was 73.51±2.0, b* was 9.10±3.0 in experimental group. ΔE* of all teeth were statistically significant between the two groups. Final ΔE* was 7.15±2.09 at experimental group and 2.78±2.93 at control group, and the difference was significant (p<0.005). Color changes using shade guide also significantly decreased at 14th day compared with baseline at experimental group (p<0.005). Conclusions: 3% hydrogen peroxide strip with primer revealed effective enough to bleaching the human enamel during 14 days without any soft and hard tissue irritations.

치과의료기관 내원환자의 부정적 입소문 전파에 관한 연구

양해영 ( Hae Young Yang ) 한국치위생학회 2008 한국치위생학회지 Vol.8 No.4

학술발표회 초록 : ( 촉매 및 반응공학 Poster 발표 ) ; 순환 반응기에서 불안정성에 관한 연구

양해영 (학),한도흥 (정) ( Hae Young Yang,Do Hung Han ) 한국화학공학회 1992 추계학술발표회 Vol.- No.-

학술발표회 초록 : ( 에너지 / 환경 (3) ) ; 고전압 전자빔 가속기를 이용한 난분해성 물질의 산화분해반응에 관한 연구

한도흥,양해영,권기목,차상엽 ( Do Hung Han,Hae Young Yang,Ki Mok Kwon,Sang Yeob Cha ) 한국화학공학회 1994 추계학술발표회 Vol.- No.-

고농도 과산화수소와 플라즈마 아크를 이용한 미백 치료에 있어서 불소의 효과

정선영 ( Sun Young Chung ),이영은 ( Young Eun Lee ),안상헌 ( Sang Hun Ahn ),양해영 ( Hae Young Yang ),전은숙 ( Eun Suk Jeon ),최연희 ( Youn Hee Choi ),송근배 ( Keun Bae Song ) 한국치위생과학회 2011 치위생과학회지 Vol.11 No.4

This study evaluated whether fluoride treatment can affect recovery of the irregularity of enamel surface after tooth whitening with a high concentration of hydrogen peroxide (HP) activated by plasma arc light. A total of 36 bovine teeth stained with coke were used in this experiment. The specimens were classified into following three groups (two different commercial plasma arc groups and a control group without light curing source): (1) 35% HP gel only, (2): 35% HP gel and Plasma arc A, and (3) 35% HP gel and Plasma arc B. To measure color changes and surface morphologies before and after the bleaching, colorimeter and scanning electron microscopy were used, respectively. When the specimens were bleached with hydrogen peroxide and plasma arc lights, the bleaching effect was greater than when only hydrogen peroxide gels were used (Kruskal-Wallis test, p<0.05). In addition, plasma arc B showed the more color changes than plasma arc A (Bonferroni post-hoc test, p<0.05). The surfaces of the teeth treated with fluoride gel after the whitening treatment came to be smooth. Therefore, the results of this study suggested that the fluoride application for patients who got tooth whitening therapy with a high concentration of hydrogen peroxide gels activated by plasma arc light will be effective to recover rough enamel surfaces.