서비스 상황에 따른 속성 성과의 긍정적인 수준과 부정적인 수준이 마케팅 성과에 미치는 비대칭적인 영향 -종합병원 의료서비스를 중심으로- = The Asymmetric Impact of Negative and Positive Levels of the Attributes on Marketing Performance as Service Contingency: Cases of Medical Services

다국어 초록 (Multilingual Abstract)

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.