병원선택요인이 고객만족과 고객충성도에 미치는 영향분석 = Analysis of the Effects of Hospital Selection Factors on Customer Satisfaction and Customer Loyalty

다국어 초록 (Multilingual Abstract)

The change of the medical environment domestically and abroad has been systematical and wide reaching with regards to medical facilities. It has given the opportunity of development and the chance to launch the hospital which is able to actively and voluntarily cope with the changes put in place. And the medical facilities which don't examine change and innovation and maintain the existing stereotype will be in the most danger. In the management of hospitals, a marketing strategy is based on survival tactics, this significance is embossed. Nowadays, this study has examined the conception of hospital marketing and the characteristics of it. On the basis
of this theory, the examination of the effects of hospital selection factors; customer satisfaction and customer loyalty, and then an alternative is suggested.
This study used the measuring tools with a variable which has already verified the conception in the precedent study. It intended to be verified through the practical analysis of the effects of hospital selection factors, that is to say, an approachability which can be judged in relation with the factors on the conditions of the location of the hospital, charge doctor, and charge nurse and the personnel of the hospital.
A personal formlessness service factor can be formed by a medical team at the hospital, internal facilities can be visualized as can the newest medical equipment, the convenience of hospital procedure, and the reputation of the hospital etc.
When it comes to effects of customer satisfaction on customer loyalty all sorts of factors need to be considered such as when the customer selects a hospital so as to assess the view point of the wide range of medical service facilities. For this analysis I drew up a quep aonnaare which is iched on literature study. So I dup ributed 520 quep aonnaares around 8 object hospitals located in Chungbuk district of which 6 were general hospitals and 2 were university hospitals from Sep. 15th, 2009 to Sep. 24th, 2009.
I recovered 500 questionnaires and apart from the 34 questionnaires which were incoherent or gave an insincere response I used the data to form a statistical analysis from the 466 valid questionnaires.
The concrete data analysis of the collected questionnaires was computerized using the SPSS 12.0 windows program, and the general characteristics of the object calculated at frequency and percentage. For the reliance of measuring tools, I figured out Cronbach’s α value. For the diagnosis of the conception propriety and the reliance about the conception of the study, a confirmative factor analysis was carried out. For the verification of the hypothesis, I used AMOS7.0 in order to analyze the process analysis which is a structural equation formula model.
In the hospital selection factors the most approachable was the highest followed by the location of hospital and then traffic congestion. In the personnel factor, the biggest factor was kindness. The significance of internal facilities appeared somewhat lower than expected. Among other factors, "Is there new medical equipment?" was quite important. The factor of medical arts is important but I think the factor of possessing the newest medical equipment is equally as important. The procedure of hospital use was somewhat low in importance whereas the convenience of pre-engagement, receipt and procedure were deemed important factors. In the hospital selection factors of reputation, the question of special personnel and medical arts were of importance. The satisfaction of the investment cost of customer satisfaction was lower in comparison. After healing, according to the improvement of symptoms, satisfaction was high. In customer loyalty," if it was the same disease, there is an intention to use the same hospital once again" appeared high based on people’s opinions.
The results of the verification of the hypothesis about "How come the influence of hospital selection factors on customer satisfaction and customer loyalty?" is as follows:
First, the approachability of the hospital will have a positive effect on customer satisfaction. From the results of the verification of the hypothesis, I confirm that it has an effect on satisfaction. Therefore, for the customer who is patient, among the hospital selection factors, approachability appears to have a positive effect on satisfaction.
Secondly, the charge doctor in the hospital will have a positive effect on customer satisfaction. As a result of the verification of the hypothesis, it confirms the effect on satisfaction. Therefore, for the customer who has a patient personal factor in the hospital selection factors, a positive charge doctor appears to give them satisfaction. Third, the charge nurse in hospital will have a positive effect on customer satisfaction. As a result of the verification of the hypothesis, it confirms an effect on satisfaction. Therefore, for the customer who is a patient, the personal factor in the hospital selection factors, a positive charge nurse appears to effect satisfaction. Fourth, the internal facilities of the hospital will have a positive effect on customer satisfaction. As a result of the verification of the hypothesis, it confirms an effect on satisfaction. Therefore, for the customer who is a patient, the internal facilities appear to have an effect on satisfaction.
Fifth, the reputation of the hospital will have a positive effect on customer satisfaction. As a result of the verification of the hypothesis, it confirms an effect on satisfaction. Therefore, for the customer who is a patient, the reputation of the hospital among the hospital selection factors, the reputation of the hospital appears to have a positive effect on satisfaction. The verification of the hypothesis does not affect loyalty, so the hospital selection factors are only affected on variable which is through customer satisfaction, that is to say, loyalty is affected only through customer satisfaction.
So, I generalize as follows: Among the hospital selection factors, approachability, personal factors (doctor and nurse), internal facilities and the reputation of the hospital appear to have an effect on loyalty through customer satisfaction which is a parameter. The more satisfaction gained in the hospital selection factors, the more customer satisfaction. And the more customer satisfaction there is the more a hospital is reused and the intention of information by word of mouth. In the study results, personnel factor appears high, so you can acknowledge that the most effective assets are the personnel factor in the hospital in the Chungbuk area and that the high personnel service offered is also a core tactics. You have to perceive that. The competitive ability of the hospital regarding environmental factors such as hardware is already going to be the firsctielection factor. And the medical service provider increases and medical equipment and technical development highly depend on the ultramodern medical equipment in the diagnosis and treatment of disease. When I see the actual tendency of recognition, except for the competitive ability, from the side of human ware regarding the value of personal service ware quality, we discriminate about the capacity of the customer-oriented medical service satisfaction. So we need a more active study. Furthermore, the study direction of medical service satisfaction is in order to use the substantial marketing study data for medical facilities, the study for the quality improvement of personal service factor will continuously have to be extended. And in the management of customers, I judge that the study which can raise the hospital revisit and the intention of information by word of mouth will have to proceed through continuous and a high level of customer satisfaction towards the hospital.
In this study, with the basis on the results of the study, I judge that it can be possible to present the current events points as follows:
First, there is a meaning which can be verified through the structural analysis of covariance about the effects of hospital selection on customer loyalty.
Second, except for the procedure of hospital use and hospital personnel the rest of the hospital selection factors verify that they affect customer loyalty through customer satisfaction. These results coincide with the existing study in the satisfaction of medical services, hereafter those can variously be applied in the medical marketing area.
Third, the reputation of the hospital appears to influence satisfaction so it plays an important role in loyalty. So, the hospital needs to make a continuous effort for the formation of a positive image.
Also, if an additional study is accomplished with the above scope and method, the results of this study expect to give an effect as follows:
First, the theory development and spread of succeeding studies in the medical service learning area will contribute to an increased understanding in the chosen field of study. Second, customer-oriented hospital management has to apply what point of view will positively support. Third, customer's hospital selection factors can be formed by mixed factors but we can suggest that any factor will statistically affect a core influence. Fourth, in the medical market, the security of superior competition has to be based on the quality analysis of hospital management. I diagnose the problems and limit the effects of factors which affect customer satisfaction and results by hospital selection factors. The effects of the factors will help establish the basic direction regarding management tactics and the heightening of competitive ability of the local hospital which is located in Chungbuk district. But, this study investigates only customers who use the university hospital and Chungbuk district general hospital in order to heighten competitive ability and management results so there is a limit to the point generalized. For these study practices, the university hospital and the general hospital which are similar in size and are located throughout the country there is a need to compare and to analyze using the results of this study.
Also, the customers who are taken to hospital have to respond to the questionnaire. The results of the study will appear differently according to the day of hospitalization. Through considering the period of hospitalization, there is a need to compare and to analyze, and I believe the doctoral dissertation will reveal the need to develop more propriety.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 목적 1
• 제2절 연구범위와 연구방법 7
• 1. 연구범위 7
• 2. 연구방법 9
• 제2장 고객만족과 고객충성도에 관한 이론적 배경 12
• 제1절 병원 마케팅에 관한 이론적 논의 12
• 1. 병원의 의의와 유형 12
• 2. 병원마케팅의 개념 및 특성 16
• 제2절 병원선택의 영향 요인 30
• 1. 병원 선택과정 30
• 2. 병원선택요인 37
• 제3절 고객만족과 고객충성도 44
• 1. 고객만족 44
• 2. 고객충성도 52
• 3. 병원선택요인과 고객만족, 고객충성도와의 관계 67
• 제4절 선행연구 고찰 69
• 1. 연구주제 및 대상별 분류 69
• 2. 적용변수별 분류 87
• 3. 선행연구 시사점 92
• 제3장 연구의 분석틀과 조사 설계 94
• 제1절 연구의 분석틀 94
• 제2절 가설설정과 변수의 조작적 정의 97
• 1. 가설의 설정 97
• 2. 변수의 조작적 정의 101
• 제3절 표본추출과 설문지 구성 106
• 1. 표본추출 106
• 2. 설문지의 구성 106
• 제4절 자료의 분석방법 109
• 제4장 실증분석 111
• 제1절 일반적 특성 및 기초자료 분석 111
• 1. 대상자의 일반적 특성분석 111
• 2. 병원선택 요인분석 114
• 3. 고객만족과 고객충성도분석 119
• 제2절 측정도구의 검증 121
• 1. 탐색적 요인분석 및 신뢰도 분석 121
• 2. 확인적 요인 분석 126
• 3. 확인적 요인 분석의 표준화 경로계수 표 131
• 제3절 가설 검증 135
• 1. 상관관계분석, 다중회귀분석, 단순회귀 분석 135
• 2. 가설의 검증 138
• 제4절 연구결과의 정책적 함의 167
• 제5장 결론 172
• 참고문헌 177
• 부록 195