서비스품질과 관계품질의 성과

국문 초록 (Abstract)

이 연구는 서비스품질과 관계품질이 그 성과라 할 수 있는 잔류의도와 추천의도에 영향을 미친다는 관계마케팅 개념을 의 원급 의료서비스의 상황에 적용하여 검증하였다. 이는 서비스 분야에서 날로 그 중요성이 증대되고 있는 관계마케팅 연구 에 시사점을 제공하기 위한 것이다. 의료 서비스품질이 관계품질이라는 매개변수를 거쳐 잔류의도와 추천의도에 영향을 미친다는 것과, 고객의 관계 지향성이 잔류의도에 영향을 미친다는 것이 확인되었다.

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