의료서비스 고객만족도에 관한 연구 - K의료원의 외래 ㆍ입원환자를 중심으로 -

서판수,김용대 한국기업경영학회 2001 기업경영연구 Vol.8 No.1

Due to an assortment of variables of customer satisfaction, there are limitations in predicting detailed factors of measurements through a methodological study. As a factor of satisfaction for a medical institute, measurements reflect the process, result and structure of the treatment. Measurements can also be presented as a multi-phase idea, which include cost of the treatment, easiness of the treatment, aspect of technical and moral treatment, and result of the treatment. K hospital as a 3rd medical institute located in Pusan was evaluated as the subject of its out and in-patient care. Patients, who obtained treatment from the hospital from the period starting from July 18, 2000 to July 24, 2001, were designated as the sample pool. A total of 402 people, 201 patients and guardians, were randomly selected and questioned for the study. The patient pool was surveyed on the general character, convenience, staff kindness, and level of facility conveniences. The statistical analysis of the collected information produced the following result by using SPSS 7.5+ statistical program and statistical technology such as frequency analysis, relationship analysis, and dispersion analysis. In general, satisfaction questionnaire items, averaged 75.7point, 102 persons(51%) among 201 persons replied in terms of general satisfaction. As the reasons for using the hospital were as follows; recommendation from others(51.0%), reputation as a cancer specialty hospital(21.0%) and excellent facilities and technology (16.1%). In the questionnaire related to the kindness of staff, it showed that the staff at the window was relatively unkind. TV as incidental facility had the most dissatisfaction(69.0%), and the customers were not satisfied with parking facility(45.6%) and store in the hospital (32.5%). In general, the satisfaction questionnaire items on the medical services, 39.9% of 67.935 points displayed satisfaction. In and out patient, both had high satisfaction toward the medical services, and recommendation from another person greatly weighted as a major information resource of choosing a hospital. By responding effectively with the recognition of strong and weak points of the patients as customers of hospital in this study, continuous studies must be implemented by the devoted hospital management for improvements, and provide better medical services for customers.

의사의 커뮤니케이션 스타일이 환자만족에 미치는 영향에 관한 연구

서판수 ( Pan Soo Seo ) 한국병원경영학회 2002 병원경영학회지 Vol.7 No.4

These days, the environment of hospital marketing is changing rapidly. The level of expectation and demand of patients have become greater and more diversified, and patients have more alternatives in selecting hospitals. The standard of hospital selection and the type of using hospital have been changed, and competition among hospitals has been accelerated due to the opening of the medical market through globallzation. Accordingly, differentiation strategies are critical in hospital marketing. The quality of medical service oriented toward patient satisfaction becomes a strong strategic weapon to secure a hospital`s competitive advantage. Therefore, marketing and communication strategies should be focused on patient-oriented, rather than hospitdoriented. Considering the changes in the hospital environment and the increase in the patients` expectation level, this study categorizes doctors` communication styles into four different ones: trust-type, professional-type, cooperation-type, and control-type. The effects of these communication styles on patient satisfaction were empirically examined. The moderating roles of the patient s characteristics and clinical characteristics between the doctors communication styles and patient satisfaction were also investigated to find out managerial implications for hospital management. To achieve such goals, data were collected from patients of 12 general hospitals in Busan. The data were analyzed to test research hypotheses that examine 1) the relationships between doctors communication styles and patient satisfaction, 2) the moderating roles of the patient characteristics and clinical characteristics in the research model, and 3) the impact of patient satisfaction on positive word-of-mouth and repurchase. The following summarizes the major results of ths research. First, the data showed that patient satisfaction varied across doctors communication styles. Trust-type style had the strongest impact on patient satisfaction whde control-type style had the weakest influence on patient satisfaction. Rofessional-type style and cooperation-type style also had positive effects on patient satisfaction but the impact of the two are not statistically different. Second, significant differences in terms of patient satisfaction were found depending upon demographic variables such as gender, marital status, age, occupation, and education. Patient satisfaction, however, was consistent across varying income groups. Third, patients medical insurance types were also related to patient satisfaction. It implies that a doctor may need to use different communication styles depending on a patient s medical insurance type. Fourth, out-patient and in-patient showed a different level of satisfaction with varying communication styles. Fifth, highly professional knowledge and strong control can influence patient satisfaction depending on the characteristics of the patient treatment field. Sixth, patient satisfaction were proved to have significantly positive effects on word-of-mouth and repurchase. The implications drawn from this study must be tempered by its limitations. First of all, the subjects used in this study were patients in Busan and small- and medium-size hospitals were excluded from the research. Therefore, future research should examine the research model by using a variety of hospitals and clinics throughout Korea. Another research agenda has to do with finding more determinant and moderating variables which will increase an explanatory power of the model. In short, this study may be the first empirical research that investigates the effects of doctors` communication styles on patient satisfaction. Interestingly enough, the results showed that each communication style had a unique impact on patient satisfaction. The findings from this research can be very useful in developing hospital marketing strategies.

K 大學 病院 患者의 病院 選擇 動機 分析

南銀祐,朴昌式,安熙都,徐判洙 高神大學校 保健科學硏究所 1991 보건과학연구소보 Vol.1 No.-

The subject hospital is a Christian health care institution which is a 720 beds university hospitals and has been providing health care services and outpatient services located in Pusan, since its foundation in 1950. The purpose of this study is to develop marketing strategy for this University Hospital by identifying factors associated with the patients' attitudes toward their choice and images, with following objectives: 1) to identify patient choice factors 2) to analyze patients' images toward the hospital 3) to compare above informations with other hospitals in Pusan, and 4) to analyze population served with demographic and economic variables. The survey data retrieved from the samples of 140 outpatients and 100 intelligents were analyzed by Chi-square and Mann Whitney U test with the confidence level at less than 0.05. Major findings from the study were as follows: 1) Hospital choice motivation factors a. fovorable factors toward the choice of hospital revealed: (1) good facilities and equipments (50.2%) (2) large hospital (38.4%) (3) recommended by neighbor (35.0%) 2) Hospital image factors a. favorable factors: (1) modern equipments and technology sufficiency (2) friendliness of office employees (3) kindness of doctors b. unfavorable factors: (1) high cost of care (2) long waiting time for clinic examinations and prescription filling (3) traffic inconveniency 3) Comparisons with other hospitals showed disadvantages in the areas of: (1) inpatients are more favorable than outpatients toward good facilities and equipments, friendly doctors and nursing personnel, compared to the (2) unfavorable attitudes toward the long waiting time and impolite nurses, cleanliness, parking space shortage, etc. In reviewing the marketing information analysis, the hospital should carefully review the result, and endeavor toward the improvement of hospital services as well as image building, in regard to those areas showing negative results, in the marketing and strategic planning efforts with unified supports from the entire staffs and employees of the hospital.