환자, 의사, 병원 3자간 신뢰, 만족, 그리고 충성도의 관계

국문 초록 (Abstract)

논문요약

환자, 의사, 병원 3자간 신뢰, 만족,
그리고 충성도의 관계


본 연구는 병원을 둘러싼 외부환경의 변화로 인해 영리기업과 마찬가지로 병원에서도 관계마케팅이 강조되고 있는데 관계마케팅의 핵심인 신뢰를 바탕으로 만족, 충성도간의 구조적 관계를 분석하는데 있어 각각의 구성개념을 서비스 제공자인 의사와 서비스를 제공하는 병원으로 구분하여 이들 간의 관계를 실증적으로 분석하고, 급변하는 최근의 의료 환경 하에서 병원이 기존환자를 유지하고 신규환자를 유치하는데 있어 병원의 관계마케팅 전략에 중요한 시사점을 제공해 주고자 시도되었다. 특히 병원 유형별로 신뢰, 만족, 충성도간의 관계가 다를 것이므로 일반종합병원과 여성전문병원으로 구분하여 제시한 연구모형을 분석하였다.
본 연구의 결과를 요약하면 전체 병원을 대상으로 한 연구결과 의사신뢰는 병원신뢰, 의사만족, 의사구전, 그리고 의사재방문에 유의한 영향을 미치지만 병원구전과 병원재방문에는 유의한 영향을 미치지 않았고, 병원신뢰는 병원만족, 병원재방문, 병원구전에 유의한 영향을 미치는 것으로 나타났으나 의사구전 의사 재방문에는 유의한 영향을 미치지 않는 것으로 나타났다. 또한, 의사만족은 병원만족, 의사구전, 의사재방문에 유의한 영향을 미치지만 의사신뢰와 마찬가지로 병원구전 병원재방문에는 유의한 영향을 미치지 않았다. 그러나 병원만족은 병원재방문과 병원구전, 의사구전 그리고 의사재방문에 모두 유의한 영향을 미치는 것으로 나타났다. 따라서 신뢰는 충성도에 직접효과 뿐만 아니라 만족을 통한 간접효과까지 있으므로 병원경영에 있어 신뢰는 매우 중요한 요소로 여겨지며 그중에서 특히 의사 신뢰는 병원신뢰에 유의한 영향을 미치고 의사 만족은 병원만족에 유의한 영향을 미치는 것으로 나타나 의사 신뢰나 의사만족은 병원신뢰나 병원만족을 위해 관리해야 할 중요한 요소로 사료 된다.
한편, 병원유형별로 분석한 결과 일반종합병원에서는 의사신뢰는 병원신뢰, 의사만족, 의사구전에 유의한 영향을 미치지만 의사재방문, 병원재방문 병원구전에는 유의한 영향을 미치지 않았다. 그리고 병원신뢰는 병원만족, 병원재방문, 병원구전에 유의한 영향을 미치지만 의사구전, 의사재방문에는 유의한 영향을 미치지 않았다. 또한 의사만족은 병원만족과 병원재방문, 의사구전, 그리고 의사재방문에 유의한 영향을 미치고 병원구전에는 유의한 영향을 미치지 않는 것으로 나타났다. 따라서 일반종합병원에서는 병원신뢰와 의사만족이 충성도에 영향을 미치는 중요한 요인임을 알 수 있다.
그리고 여성전문병원에서는 일반종합병원과는 달리 의사 신뢰가 병원신뢰, 의사만족, 의사구전, 의사재방문뿐만 아니라 병원재방문, 병원구전 모두에게 유의한 영향을 미치는 반면, 병원신뢰는 병원만족과 병원재방문에만 유의한 영향을 미친다. 또한 의사만족은 병원만족, 의사구전에만 유의한 영향을 미치고 병원재방문, 병원구전, 의사재방문에는 유의한 영향을 미치지 않는다. 또한 병원만족은 병원재방문, 병원구전, 의사구전에 유의한 영향을 미치는 것으로 나타났으나 의사재방문에는 유의한 영향을 미치지 않는 것으로 나타났다. 따라서 여성전문병원에서는 의사신뢰뿐만 아니라 병원만족이 충성도에 미치는 중요한 요인이라고 사료된다.


주제어 : 신뢰, 만족, 충성도, 병원, 의사, 환자

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 범위 = 6
• 제2장 이론적 고찰 = 8
• 제1절 신뢰 = 8
• 1.신뢰의 개념 = 8
• 2.신뢰의 다차원 특성 = 10
• 3.신뢰의 대상 = 15
• 4.신뢰-만족의 관계 = 17
• 제2절 고객만족 = 18
• 1.고객만족의 개념 = 18
• 2.고객만족의 선행변수 = 22
• 3.의료서비스에서의 고객 만족 = 25
• 4.만족의 대상 = 27
• 제3절 충성도 = 28
• 1.충성도의 개념 = 28
• 2.충성도의 대상 = 31
• 3.신뢰, 만족과 충성도의 관계 = 33
• 제3장 연구설계 = 36
• 제1절 연구모형 = 36
• 제2절 연구가설 = 37
• 1.의사신뢰, 병원신뢰, 의사만족, 그리고 충성도의 관계 = 37
• 2.병원신뢰, 병원만족, 그리고 병원과 의사 충성도의 관계 = 39
• 3.의사만족, 병원만족, 그리고 병원과 의사 충성도의 관계 = 40
• 4.병원유형별 신뢰, 만족, 그리고 충성도 관계의 비교 = 41
• 제3절 조사설계 = 42
• 1.표본설계 = 42
• 2.변수의 측정 = 43
• 3.설문서 구성 = 46
• 4.통계분석방법 = 47
• 제4장 실증분석 = 48
• 제1절 표본의 일반적 특성 = 48
• 제2절 변수의 신뢰성 및 타당성 분석 = 50
• 1.신뢰도 분석 = 50
• 2.측정척도의 타당성 평가 = 51
• 3.상관관계 분석 = 54
• 제3절 연구가설의 검정 = 56
• 1.연구모형의 분석 = 56
• 2.연구가설의 검증 = 57
• 제4절 연구의 토의 및 시사점 = 64
• 제5장 결론 = 68
• 제1절 연구결과의 요약 = 68
• 제2절 연구의 한계 및 향후 연구과제 = 69
• 참고문헌 = 71
• 설문서 = 90
• ABSTRACT = 96

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