서비스 전문성이 고객만족, 신뢰, 그리고 재구매 의도에 미치는 영향 = The Effects of Service Expertise on Customer Satisfaction, Trust, and Loyalty

다국어 초록 (Multilingual Abstract)

The demand on the medical service in our society keeps increasing together with the economic advance, increase in people`s income and the longer life expectancy of people. The number of medical treatment institution also keeps increasing. Accordingly, the competition in the medical market is also getting more severe and the management difficulty of medical institutions are becoming more serious, caused by external environment; such as the increase in the number of medical institutions and the opening of medical service market to foreign medical service providers. Within that competition and change, the market initiative also moved from the medical service suppliers to medical service consumers. The medical service market is now rapidly changing to patient-focused, client-focused market. Accordingly, in the medical service researches, there is more interest on the auxiliary medical service, in addition to the core medical service. However, compared to the interest, there are not many researches on the auxiliary medical service till now. This research defines the expertise of medical service as Core Medical Service and Auxiliary Medical Service, based on the existing research literature. The research has its purpose is providing with practical suggestions regarding the impact of service expertise on the relative activities with the customers and what impacts such activities will have on the re-purchase intention of the customers, using empirical research method. As the result of the research, it has been found that the service expertise (core service expertise and auxiliary service expertise) have positive impact on the customer satisfaction and reliance. And such satisfaction and reliance again had positive impact on the re-purchase intention of medical service by the same customer. Based on these findings, the issues in the establishment of medical service marketing strategy were discussed and presented, together with the limitations of research and suggestions on the future research direction.

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