의료서비스에 대한 소비자의 만족 /불만족, 귀인 및 불평행동에 관한 연구

다국어 초록 (Multilingual Abstract)

Nowadays, in the change of many exterior circumstances and fierce competition, hospitals are taking positive measures concerning their management by offering various programs for patients, and patients are raising their voices is significant in that it brings about more reasonable hospital management, as well as a higher quality in medical service.
This study analyzed the medical service from the consumer's viewpoint, surveyed their satisfaction with its contents, analyzed the influence of related factors on it and examined the relation among satisfaction/dissatisfaction, attribution type and complaining behaviors, in order to obtain strategic implications for the improvement of medical service.
For this purpose, based on preceding studies and related literatures, this study made a structured questionnaire composed of tools of measurement for consumers' satisfaction, consumers' complaint behaviors and decision factors for consumer satisfaction. The questionnaires were distributed to patients hospitalized in C University Hospital which is one of the tertiary medical centers in the Kwangju & Chonnam area. A total of 271 questionnaires were used for the final analysis and frequency distribution, mean, standard deviation, one-way ANOVA, t-test, a coefficient of correlation, multiple regression analysis, and discriminant analysis were used for analysis methods. The SPSS program was used for computational analysis.
The results from the study are as follows:
First, consumers' satisfaction with medical service appeared to be comparatively high.
Second, satisfaction with medical service showed difference according to patients' background characteristics. In particular, the period of hospitalization appeared to be an important variable in evaluating patients' satisfaction.
Third, the variable which had greater influence on consumers' satisfaction with medication service than any other variable, was the recognition on the outcome of medical service itself, which appeared to have the highest predictive power of R2=.5048 and R=.7105, respectively. This means that the more consumers recognize the outcome of medical service positively, the higher the satisfaction with medical service.
Fourth, as for the attribution type related to the satisfaction/dissatisfaction with medical service, there was no difference in factors between the groups in terms of those relating to control location but there were a significant difference in terms of their stability or possibility of control, statistically.
Fifth, as for the contents of complaint behaviors expressed by the consumers of medical service, consumers showed a strong tendency to express their complaints through positive behaviors rather than taking no actions.
Sixth, as for complaint behaviors expressed by consumers of medical service, supporting human resource service or procedural service in the satisfaction/dissatisfaction factors; the stability of attribution in the types of attribution; the level of education or the number of hospitalization in the background variables, appeared to form a significant relation. On the other hand, expectation, recognized outcome and inconsistent expectation, appeared to be the discriminant variables of significant complaint behaviors.

목차 (Table of Contents)

• 제 1장 서론 = 1
• 제 1절 연구의 필요성 = 1
• 제 2절 연구의 목적 = 3
• 제 3절 연구의 방법 및 구성 = 4
• 제 2장 이론적 배경 = 5
• 제 1절 마케팅의 대상으로서의 의료서비스 = 5
• 1. 의료서비스의 의의 = 5
• 2. 의료서비스의 특성 = 6
• 제 2절 소비자 만족/불만족의 개념과 구조 = 7
• 제 3절 기대와 성과 = 10
• 1. 기대 -성과 불일치 이론 = 10
• 2. 지각된 성과 = 12
• 제 4절 부조화이론 = 15
• 제 5절 귀인이론 = 18
• 제 6절 불평행동이론 = 22
• 1. 소비자 불평행동의 유형 = 23
• 2. 소비자 불평행동의 결정 요인 = 25
• 제 7절 선행연구의 고찰 = 27
• 제 3장 실증연구의 방법 및 절차 = 30
• 제 1절 연구의 모형 = 30
• 제 2절 조사의 대상 및 자료수집방법 = 31
• 제 3절 표본의 일반적 특성 = 31
• 제 4절 측정도구 = 32
• 1. 의료서비스에 대한 소비자의 만족/불만족 측정 = 32
• 2. 소비자 불평행동 측정 = 33
• 3. 의료서비스의 만족 결정요인 측정 = 33
• 제 5절 자료의 분석방법 = 34
• 제 4장 실증연구의 결과 및 논의 = 35
• 제 1절 의료서비스에 대한 만족도 = 35
• 제 2절 의료서비스에 대한 만족에 영향을 미치는 요인의 회귀분석 = 37
• 제 3절 의료서비스에 대한 만족유형별 귀인유형 = 40
• 제 4절 의료서비스에 대한 소비자의 불평행동 = 42
• 1. 무행동과 불평 행동의 판별분석 = 43
• 2. 무행동과 사적 불평행동의 판별분석 = 44
• 3. 무행동과 공적 불평행동의 판별분석 = 45
• 4. 무행동과 공적 및 사적 불평행동의 판별분석 = 46
• 제 5절 논의 = 47
• 제 6절 연구의 한계 = 49
• 제 5장 결론 및 제언 = 49
• 제 1절 결론 = 49
• 제 2절 제언 = 52
• 참고문헌 = 53
• Abstract = 57
• 부록 <설문서> = 60