의료서비스의 인식차이와 만족이 재방문에 미치는 영향에 관한 연구

이경우 ( Lee Gyeong U ) 한국병원경영학회 2003 병원경영학회지 Vol.8 No.3

Due to the dramatic and situational change in medical industry, it has became very important to keep existing patients and to attract new patients by monitoring the medical consumer`s expectation and various needs and ensuring the patients` satisfaction. This study regards the patients` satisfaction as the final object of medical service. So the object of this study is to provide useful data for the decision making and medical service marketing by exploring he problems generated by the cognition difference for the medical service between inpatients and outpatients, by responding for the problems and by examining the relationship between the satisfaction with the medical service and revisiting . To achieve the object of this study, literature research and empirical analysis were used. I establish the research model based on the existing service marketing and some hypotheses were chosen for the empirical analysis. As a result of empirical analysis for the five hypotheses, two hypotheses were chosen. First, there was cognition difference about accessibility and convenience between inpatient and outpatient. I guess that the satisfaction degree of inpatient is higher than the outpatient because the inpatient has the reliability for the hospital and determines the hospitalization or emergent coming to hospital. Second, the fifth hypothesis, the satisfaction of patient will influence the revisiting. was chosen. The hypothesis is not only coincident with existing scholars and studies but also it provides the meaningful points for medical service marketing. The result shows that the parties concerned with hospital management should endeavor for the patient satisfaction in medical service, and that hospital management should be medical consumer centered. To measure the quality of medical service, the cognition differences for accessibility, convenience, physical environment, and human service were evaluated and the result shows that the cognition difference for the accessibility and convenience was outstanding. The analysis shows that there was cognition difference in the four categories among six subcategories in the human service -- the attitude of medical technologist, the attitude of doctor, the length of time for doctor`s diagnosis for the patient and doctor`s explanation. Therefore, I think that further study is required for the cause analysis for service categories which have cognition difference between inpatient and outpatient. I think the result will be very useful. Through this study, the relationship between patient satisfaction with the medical service and revisiting was verified. And it suggests that, to face the changing medical environment actively and to improve the quality of medical service, marketing strategy should be focused not on medical service providers but on medical service consumers and that the further studies for the medical consumer should be continued.

중국 의료서비스 시장 진출을 위한 의료법제 고찰

김정진(Kim Jung Jin) 원광대학교 법학연구소(의생명과학법센터) 2016 의생명과학과 법 Vol.16 No.-

China has achieved over 10% of economic growth each year by accepting advanced technologies in overall industries through reform and open market policy in the late 1970s. Despite these achievements, China is taking a conservative stance in the reform of service sector and no reform has been implemented in medical industry, contents, land development and software development until recently. This is deemed to be caused by the nature of public goods of these industries. Especially, as for the opening of Chinese medical field, consciousness of health and safety of Chinese people, medical services’ nature of public goods, pride in traditional Chinese medicine and folk medicine and repulsion toward western medicine have worked as stumbling blocks in accepting medical services from abroad. With the restriction on the opening of medical services, China has experienced limitations in the medical industry and, by executing joint researches with western medicine, reform has been gradually conducted in overall medical services from 2013. Medical reform began as Chinese people started to demand better medical services with the improvement in the quality of life thanks to overall industrial developments in China and they frequently have been on ‘medical tourism’ to receive medical services abroad due to accumulated complaints on medical services within China. According to recent data, the period of opportunity which lies for the medical institutions in Korea is only 5 – 10 years to enter Chinese medial market which opened with the reform in medical field in 2013. The reason for this shorter period in medical field is due to the conservativeness of medical field which is recognized as having public nature as mentioned above. From this perspective, this study analyzes laws and regulations related to medical services in China, which are required for Korea medical institutions to enter Chinese medical market that was brought possible by the reform and openness policy in medical field in China. To analyze laws and regulations, it is necessary to define/analyze in advance medical workers, laws and regulations related to earn qualifications and laws and regulations related to establishment of classified medical institutions in China, classify medical institutions and investigate how many Chinese use classified medical institutions. This advance review will enable understanding of current status of Chinese medical industry and prediction of its future developments, which in turn will provide great opportunities for Korean medical institutions aiming to enter Chinese medical market. 중국은 1970년대 말 개혁개방을 통해 산업전반에 대하여 외국의 선진화된 기술을 받아들여 매년 10% 이상의 경제성장이라는 성과를 이루었다. 이러한 성과에도 불구하고 서비스업에 대한 개혁은 보수적인 입장을 취하고 있으며, 특히 의료, 콘텐츠, 토지개발, 소프트웨어 개발 등에 대하여는 최근까지 개혁이 일부에 한정되거나 매우 소극적 입장을 유지하고 있다. 이는 이러한 산업에 내재하는 공공재적 성격이 강하기 때문으로 분석된다. 특히 의료분야의 개방에 대하여는 중국인민의 건강과 안전이라는 의식과 의료서비스의 공공재적 성격이 짙을 뿐만 아니라, 중국 전통의학인 중의학과 민간의학에 대한 자부심이 매우 강함으로 인하여 외국의 서양의학에 대한 거부감도 외국의 의료서비스를 받아들이는데 걸림돌로 작용되었다. 이처럼 의료서비스 개방에 대한 제한으로 인하여 의료산업의 부진이라는 내부적 의료산업발전의 한계를 실감하여, 서양의학에 대한 공동연구를 추진하게 되면서 의료서비스 전반에 대한 점차적인 개혁이 2013년부터 시작되었다. 의료개혁이 시작된 이유로는, 중국의 전반적인 산업발전으로 인하여 공민(公民)들의 삶의 질이 향상됨으로써 더 나은 의료서비스를 받기를 원하게 되었고, 중국공민은 중국의 의료서비스에 대한 불만이 쌓이게 됨으로써 외국으로의 의료서비스를 위한 여행인 이른바 ‘의료관광’이 공공연히 증가하게 됨으로써 의료개혁에 대한 시발점이 되었다. 이러한 관점에서 본 연구에서는 한국의 의료기관이 중국의 의료서비스개혁과 개방으로 중국 의료서비스시장에 진출하기 위하여 중국의 의료서비스와 관련한 법제를 분석한다. 의료서비스에 관한 법제를 분석함에 있어 현행법에 근거하여 중국 의료기관의 운영현황과 이용현황 등을 검토하여 외자의료기관의 진출 가능성을 확인할 필요가 있다. 또한 이러한 검토를 통하여 의료서비스의 실행주체인 의료종사자와 의료기관에 대한 자격요건 등과 권리의무사항 등을 함께 확인하여야 할 것이다. 이러한 검토가 선행됨으로써 중국의 의료서비스산업의 현황과 장래발전에 대한 전망이 가능할 것이다. 또한 이러한 연구를 통하여 중국의 의료서비스시장에 진출하려고 하는 한국의 의료기관에 좋은 기회를 제공할 것이다.

내한 외국인환자에 대한 의료 코디네이터서비스가 의료서비스 만족도에 미치는 영향 구조 분석

라시 덜거르마(Raash Dolgormaa),안연식(Yeon S. Ahn) 피터드러커 소사이어티 2017 창조와 혁신 Vol.10 No.1

우리나라의 의료기술 및 서비스 수준이 향상되고, 국내 의료관광산업이 고용창출 효과와 부가가치가 높은 서비스 산업으로 인식되면서 외국인의 의료관광의 추세가 확대됨에 따라, 외국인 환자를 대상으로 하는 의료서비스의 고도화와 체계화가 요구되고 있다. 본 연구는 외국인 환자와 국내 병원의 서비스를 매개하는 의료 코디네이터서비스 수준을 특화된 서비스로서 부각시키고, 또한 일반적으로 서비스 만족도에 영향이 있는 것으로 알려진 서비스참여를 포함하여 외국인 환자의 의료 서비스 만족도에 영향을 미치게 되는 핵심 요인들의 영향 관계 구조를 제시하고 실증하기 위해 시도되었다. 국내 병원에서 진료 경험이 있는 외국인 환자 224명으로부터 수집한 자료를 대상으로 검증한 결과, 의료 코디네이터서비스는 의료진과 병원시설 및 물리적 환경 요인을 포함하는 의료서비스 품질, 고객의 서비스 참여 활동 그리고 의료서비스 만족도에 영향을 미치는 것으로 나타났다. 또한 의료서비스 품질 요인은 외국인 환자의 의료서비스 만족도에, 그리고 의료서비스 만족도는 재방문 의도에 유의한 영향을 미치고 있었다. 의료 코디네이터서비스는 사후 서비스, 사전 서비스 그리고 병원 진료 중에 발생되는 서비스의 비중을 고려하여야 하며, 의료 코디네이터서비스가 직접적인 환자들의 의료서비스 만족도에 영향을 미치기도 하지만, 의료진과 병원의 시설 및 물리적 환경 등과 환자와의 의사소통을 강화하여 의료서비스 만족도를 높이는 방향으로 전개되는 것이 바람직하다고 판단된다. 한편 일반적인 서비스만족도에 영향을 미치는 요인으로 부각되고 있는 고객들의 의료 서비스참여수준이 의료 서비스만족도에 영향을 미칠 것이라는 가설은 기각되어 향후 의료서비스 전달 체계와 환자들의 심리적 상황 등을 고려한 추가분석이 요구된다. As Korea s medical technology and service level has been improved and the domestic medical tourism industry has been recognized as one of a emerging service industry with high employment creation effect and added value, the trend of medical tourism for foreigners has been expanded. Therefore, the enhancement and systematizing of medical services for foreign patients are needed. The purpose of this study is to propose and demonstrate the relationship structure of the key factors that affect the satisfaction degree of foreign patients with medical coordinator service level mediating the service between foreign patients and domestic hospitals including customer’s service participation. In the study, the medical coordinator service affects the quality of medical service including medical staff, hospital facilities and physical environment factors, as a result of examining the data collected from 224 foreign patients who have experience in medical service in domestic hospitals. Also, medical service quality factors has a significant impact on the satisfaction of foreign patients with medical service and the medical service satisfaction. Although the medical coordinator service directly affects the patient s satisfaction with the medical service, it should consider the proportion of services generated during the post-service, pre-service, and in-hospital service to enhance the satisfaction degree of medical service. On the other hand, the hypothesis that the level of service involvement affects the satisfaction of medical service, which is a factor affecting general service satisfaction, has been rejected, so further analyses should be tried with considering the medical service delivery system and psychological situation of patients.

한국과 중국 소비자의 의료 서비스 평가와 이에 미치는 영향요인 비교에 관한 실증연구

이희정 ( Hee-jung Lee ),하연희 ( Youn-hee Ha ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.2

Purpose: The goal of the present research is to identify common and different factors that lead to greater consumer satisfaction and revisit intention on medical service (e.g., seeing a doctor for illness or having any related medical tests) in China and Korea. Although much research explored Chinese consumers’ reaction to medical services in Korea, very little attention was given to their reaction to medical service in China. Based on the survey among medical consumers in these two countries, we identified dimensions of service quality for medical service and compared the effect of these dimensions on Chinese and Korean consumers’ satisfaction and revisit intention. Hence, the findings of this research provide useful insights for Korean medical service providers who consider entering Chinese medical market. Research design, data, and methodology: This research used a survey questionnaire to compare differences between Chinese and Korean participants in terms of relevant factors to evaluate medical service. Factor analysis, t-test, Chi-square analysis, and multiple regression analyses were used to analyze the differences between Chinese and Korean participants’ evaluation of medical service. Results: The results revealed that different factors have influence on evaluation of the two groups of medical consumers. In particular, we found that Korean consumers were less likely to care about the size of hospitals than Chinese consumers. Furthermore, the perceived price appropriateness had positive impact on Koreans’ satisfaction and revisit intention. In addition, they were satisfied with the price of medical service of small than large size hospitals. Unlike Korean consumers, however, Chinese consumers showed greater satisfaction with large than small size of hospitals. Furthermore, favorable evaluation on service process was not effective factor to increase their revisit intention. Instead, Chinese consumers took indirect factors into account, such as size and reputation of hospitals. Accordingly, these factors had significant influence on their satisfaction and revisit intention. Conclusions: The present research provides useful insights for those who consider entering Chinese medical industry and extend its presence in distribution in medical industry. One of the major implications drawn from the finding is that a large size hospital with excellent reputation would be more likely to appeal to Chinese consumers who value for upscale medical service at premium price.

지각된 의료서비스 품질이 소비자만족도와 재이용의도에 미치는 영향

한성희 한국소비자정책교육학회 2019 소비자정책교육연구 Vol.15 No.2

본 연구는 서울과 수도권지역의 대학병원 및 종합병원을 이용한 경험이 있는 소비자를 대상으로 의료서비스 품 질과 중요도를 살펴보고, 지각된 의료서비스 품질이 소비자만족도와 재이용의도에 미치는 상대적 영향력을 분석 하였다. 조사대상은 서울과 수도권에 거주하는 20-60대 성인남녀로, 최종 391명이 분석대상이 되었다. 자료 분 석방법은 요인분석과 회귀분석을 이용하였다. 분석결과 및 시사점은 다음과 같다. 첫째, 의료서비스 품질은 요인분석(Varimax방식)을 통해 4개의 요인이 추출되었다. 요인 1은 담당의가 과잉 진료 없이 최선의 진료를 했는가와 환자의 요구사항이 즉각적으로 반영되었는가에 관한 내용으로 ‘의료진에 대한 신뢰감과 공감 반응성’이라 명명되었다. 요인 2는 병원의 접근성, 청결성, 편의성에 관한 내용으로 ‘병원의 물리 적 환경’이라고 명명되었다. 요인 3은 간호사의 업무 능숙도와 전문성에 대한 것으로 ‘간호의료서비스의 전문성’이 라고 명명되었다. 요인 4는 담당의의 의학지식, 의료행위 능숙도에 관한 것으로 ‘진료 의료서비스의 전문성’이라 고 명명되었다. 둘째, 지각된 의료서비스 품질은 사회인구학적 요인에 따라 집단별 차이를 보였다. 의료진의 인적 서비스와 물 리적인 환경은 연령대에 따라서, 의사의 전문성과 신뢰감 및 공감반응성은 결혼지위에 따라서, 간호의료서비스는 학력에 따라서 의료서비스에 대한 품질지각이 달랐다. 이로써, 사회인구학적 요인에 따른 집단별 차별화된 의료 서비스 접점 품질관리의 필요성이 시사되었다. 셋째, 의료서비스의 중요도와 소비자만족도를 조사한 결과, 의료진의 기술수준과 전문성에 대한 중요도가 가장 높았고 병원의 물리적인 환경과 병원의 행정서비스에 관한 것이 가장 낮았다. 소비자만족도는 의료진의 기술수준 과 전문성에 대한 것이 가장 높았고 의료진의 공감적 경청과 환자의 요구사항에 대한 신속한 처리가 가장 낮았 다. 의료서비스를 개선하고 향상시켜 병원의 경쟁력을 높이고자 할 때 주목할 부분은 중요도와 소비자만족도 사 이에 차이가 있는 부분이다. 중요도와 소비자만족도의 정도를 비교분석한 결과에 근거하여, 의료서비스의 품질을 개선, 향상, 유지단계로 구분하여, 차별화된 품질관리전략을 정립해야 할 것이다. 넷째, 지각된 의료서비스 품질이 소비자만족도와 재이용의도에 미친 상대적 영향력에는 차이가 있었다. 담당의 의 전문성은 소비자만족도에서는 높은 영향력을 보였으나 재이용의도에서는 가장 낮은 영향력을 보여 대조적인 양상으로 나타났다. 소비자만족도에는 담당의의 전문성이 물리적인 환경보다 높은 영향을 보였으나 재이용의도에 서는 물리적인 환경의 영향력이 보다 높았다. 의료서비스에 대한 소비자만족도와 재이용의도에 영향력에 차이가 있음이 밝혀졌다. This study was conducted to examine the importance of the medical service quality perceived by customers and the medical service recognized by customers, and to analyze the relative impact of perceived medical service quality on customer satisfaction and intention of reuse. The research subjects were 391 male and female adults in their 20s and 60s living in and near Seoul. Materials were analyzed through factor analysis and regression analysis. The results and implications of the analysis are described below. First, for the quality of medical services, four factors were extracted through factor analysis (varimax). Factor 1 (“trust in and empathy responsiveness of medical staff”) was on whether the attending physician gave the best medical service without overtreatment, based on the point of view of patients, and whether patient requirements were applied to the service immediately. Factor 2 (“physical environment of hospitals”) was on the accessibility, cleanliness, and convenience of hospitals. Factor 3 (“professionalism of nursing care service”) was on the competence and professionalism of nurses. Lastly, factor 4 (“professionalism of medical service”) was on the medical knowledge and medical practice competence of attending physicians. Second, the perceived medical service quality was different for each group according to sociodemographic factors. People in their 60s had the highest perception of the human service and physical environment of medical staff, of which they perceived the lowest when they were in their 20s. The professionalism and empathy responsiveness of and the trust in the medical service of doctors were perceived differently according to marital status, whereas the nursing care service was according to academic background. The human service quality of the medical staff was perceived differently according to their average monthly income. These differences suggested that the quality of differential medical service MOT(Moment of Truth) of each group according to socio-demographic factors needs to be controlled. Third, with regard to the importance of medical service and customer satisfaction, the subjects thought that the skills and professionalism of medical staff were the most important, whereas the physical environment and administrative service of hospitals were the least important. The skills and professionalism of medical staff received the highest satisfaction rating, whereas the empathic listening of medical staff and the rapid handling of patient requirements received the lowest satisfaction rating. To improve medical service and hospital competitiveness, we need to pay attention to the gap between the level of importance and customer satisfaction. Based on the result of the comparison and analysis of the level of importance and customer satisfaction, dividing the quality of medical service into improvement, advancement, and maintenance stages is necessary, and differentiated quality control strategies should also be established. Fourth, there was a difference in the relative effect of the perceived medical service quality on customer satisfaction and intention of reuse. The professionalism of attending physicians had a high impact on customer satisfaction, but the least effect on the intention of reuse. With regard to customer satisfaction, the impact of the professionalism of attending physicians was higher than the physical environment. However, when it comes to the intention of reuse, the physical environment had a higher effect. Furthermore, the impact of the customer satisfaction of medical service has been found to be different from that of intention of reuse.

외래 이용자의 의료서비스 안전관리에 대한 인식 및 관련 요인

김지온 사단법인 한국안전문화학회 2022 안전문화연구 Vol.- No.15

Patients who experienced positive medical services showed high adherence to symptom relief and treatment, increasing the need to form a patient-centered medical culture and improve health care services. To this end, This study was conducted to provide basic data for the establishment of effective medical service safety management by investigating the effect of patient safety management experience and medical service satisfaction when using outpatient medical services. This is a secondary analysis study conducted by receiving raw data from the 2020 Medical Service Experience Survey from MDIS(MicroData Integrated Service), with 6,883 outpatients aged 15 or older and hospitals, and the collected data were analyzed using the SPSS window 26.0 statistical program. The analysis method is first, demographic and health status, frequency analysis for characteristics of medical institution type, descriptive statistics for each characteristic and verification of differences in medical service safety management items for each characteristic, and multiple regression analysis to analyze factors affecting satisfaction with medical services was carried out. As a result of the study, first, the safety of pre-treatment identification was confirmed to be the highest among outpatient safety management items, but it is necessary to continuously promote the recipient considering the level of education and establish responsibility of medical institutions. The number of people who cannot hear the explanation of the reason for injection is high in vulnerable groups such as teenagers aged 15-19 years, low education levels, medical benefits, low-income families, and chronically ill patients, so medical institutions need to pay attention to them. Since medication side effects exist, it is necessary to comprehensively review the appropriateness of the medication, identify and educate who on the occurrence of side effects. Since infection anxiety is felt during outpatient use, the duty to prevent infection should be thoroughly fulfilled, and an organized and effective infection control system should be established at medical institutions. When administering injections, it is necessary to steadily practice hand disinfection of medical staff before injection, opening sealed injections and injection medical supplies, and sterilizing skin before injection to relieve infection anxiety in patients. Second, since the overall satisfaction of medical services by medical institutions, along with the satisfaction of doctors, nurses, and medical institutions, eight safety management risks were affecting them, confirming that safety management is the basis of medical services.

서비스 디자인 기반의 개인 진료정보교류 플랫폼 서비스 현황 연구 -의료 분야의 플랫폼 서비스 디자인 사례를 중심으로-

이정현,송지성 한국디자인문화학회 2018 한국디자인문화학회지 Vol.24 No.4

The purpose of this study is to examine the problems and current status of the medical information exchange platform service being implemented in Korea and to search for the importance and future direction of the user oriented service design so that both patients and medical institutions can have access to smooth services. The research method is to describe the current status of mobile platform services in domestic medical institutions. As the medical industry expands, the number of platforms delivering medical and health information using the latest information communication such as the block chain and the Internet of Things is increasing, we investigate and analyze the cases of domestic companies. We also review the purpose and progress of medical information exchange platform projects in Korea and discuss the problems of services and the direction of service design that can be combined with u-health care industry in the future. The comprehensive analysis and research conclusion is the activation of the u-healthcare industry through the expected effects of the national medical information exchange platform service. It is necessary to collect patients’ scattered medical information and exchange information between patients and hospitals through the platform, and the exchange of such information should be developed into patient customized medical service. In order to activate medical service design in the future, existing regulations should be rationally rearranged, personal information should be supplemented and user oriented service design should be integrated as well. Service design in the medical field will become an essential element in the national medical industry. 본 연구에서는 국가에서 시행 중인 진료정보교류플랫폼 서비스의 문제점과 현황에 대하여 살펴보고환자와 의료기관 모두가 원활한 서비스를 이용할 수있도록 사용자 중심의 서비스 디자인의 중요성과 향후 방향성을 모색하는데 목적이 있다. 연구방법은 국내 의료기관의 모바일 플랫폼 서비스현황에 대해 기술한다. 의료산업이 확대되면서 블록체인, 사물인터넷 등과 같은 최신 정보통신을 이용하여의료 및 건강정보를 전달하는 플랫폼이 증가함에 따라 국내 기업 사례를 조사 및 분석하여 본다. 국가에서 시행 중인 진료정보교류 플랫폼 사업의 목적과 진행현황을 살펴보고 서비스의 문제점과 앞으로 u-헬스케어 산업과의 접목 가능한 서비스 디자인 방향도 논의한다. 종합분석 및 연구결론은 국가 진료정보교류 플랫폼서비스의 기대효과를 통한 u-헬스케어 산업의 활성화이다. 진료정보교류는 흩어져 있던 환자의 의료정보를 모아 플랫폼을 통하여 환자와 병원 간의 정보가 교류되며 이런 정보의 교류는 환자의 맞춤형 의료서비스로발전되어야한다. 향후 의료 서비스 디자인을 활성화하기 위해서는 기존의 규제를 합리적으로 재정비하고개인정보 보완 및 사용자 중심의 서비스 디자인의 통합이 이루어져야 한다. 의료 분야의 서비스 디자인은 향후 국가 의료산업에 있어 필수적 요소가 될 것이다.

종합검진센터의 물리적 환경이 의료서비스가치와 만족도, 전환장벽에 미치는 영향

김용태,채봉식,황복주 서비스사이언스학회 2019 서비스연구 Vol.9 No.4

This study presents strategic implications for enhancing the competitiveness of the comprehensive health examination center through the study of its impact on the switching barrier with medical service value and medical service satisfaction as parameters. In order to achieve the purpose of this study, a total of 324 questionnaires were analyzed for customers who received health examinations at the general examination center. Covariance structure analysis was performed to test hypotheses and causal relationships. The results showed that the physical environment had a significant effect on the medical service value and medical service satisfaction. The value of medical service also had a significant effect on medical service satisfaction. The value of medical service was found to affect the transition barrier, but the satisfaction of medical service did not affect the transition barrier. The implications of this study are that physical environment has a significant effect on medical service value and medical service satisfaction. Therefore, modern medical equipment should be equipped with the latest medical equipment to minimize accurate examination and misdiagnosis through modernization of medical examination center. In addition, since the value of medical service has a significant effect on the switching barrier, it is necessary to establish a plan to enhance the value of medical service. We need to promote sustainable customer retention and creation of new customers through differentiated screening items and cost advantages over competitors. In addition to check-up services, efforts should be made to enhance the value of services such as strengthening medical communication and medical complex cultural spaces, and at the same time, establish an organizational culture of customer-first examination centers through the placement of excellent personnel and continuous education. 본 연구는 종합검진센터의 물리적 환경이 의료서비스가치와 의료서비스만족도를 매개변수로 하여 전환장벽에 미치는 영향 연구를 통해 종합건강검진센터의 경쟁력을 제고할 수 있는 전략적 시사점을 제시하는 것이다. 이러한 연구목적을 달성하기 위해 종합검진센터에서 건강검진을 받은 고객을 대상으로 총 324부의 설문조사를 실시하여 분석하였다. 가설검정 및 인과관계를 확인하기 위해 공분산구조분석을 하였다. 연구결과 물리적 환경이 의료서비스가치 및 의료서비스만족도에 유의한 영향을 미치는 것으로 나타났다. 의료서비스가치도 의료서비스만족도에 유의한 영향을 미치는 것으로 나타났다. 의료서비스가치는 전환장벽에 영향을 미치는 것으로 나타났지만 의료서비스만족도는 전환장벽에 영향을 미치지 못했다. 연구의 시사점으로는 물리적 환경이 의료서비스가치 및 의료서비스만족도에 유의한 영향을 미치는 것으로 나타났으므로 종합검진센터의 현대화를 통한 정확한 검진과 오진을 최소화할 수 있는 최신 의료장비를 갖추어야 한다. 또한 의료서비스가치가 전환장벽에 유의한 영향을 미치는 것으로 나타났으므로, 의료서비스가치를 제고할 수 있는 방안을 구축해야 한다. 경쟁 업체보다 차별화된 검진항목과 비용우위를 통해 지속가능한 고객유지 및 신규고객 창출을 도모해야 한다. 종합검진서비스와 함께 의료커뮤니케이션의 강화, 의료복합문화공간과 같은 서비스가치 향상을 위해 노력함과 동시에 우수 인력배치 및 끊임없는 교육을 통해 고객 우선의 종합검진센터 조직문화를 구축해야 한다.

수요자 중심 진료를 위한 지역기반 의료유통서비스시스템 모델구축방법에 대한 연구

정주연(Chong, Choo Youn),정지우(Chong, Ji woo) 한국디지털디자인협의회 2013 디지털디자인학연구 Vol.13 No.3

다원화되고 디지털화되어 가는 수요자 중심 환경에서 의료분야 또한 서비스디자인 혁신을 통한 새로운 의료유통서비스디자인이 필요하며 본 논문에서 의료인문학, 의료서사학, 인문치료학, 의사학(醫史學)등 인문적 접근과 서비스 디자인 방법론을 결합해 환자의 감성정보와 니즈를 반영하는 새로운 의료서비스 디자인 개발전략에 대해 연구하고자 한다. 이를 통해 중소의료기관의 경쟁력 강화에 실질적인 도움이 될 수 있는 수요자 중심 진료를 위한 인문기반 의료 감성정보와 지역기반 의료유통서비스시스템 모델구축방법을 제시하여 의료서비스 혁신과 의료진-수요자 간의 신뢰와 소통 강화를 통한 의료 서비스 품질을 향상 시키고자 한다. 이러한 시스템을 통해 환자는 신뢰를 가지고 병원을 찾아 진료를 받을수 있으며, 의료관계자는 자신의 노력을 인정받고 동종의료인과 의료기술을 자율 경쟁 할 수 있는 장이 마련되어 보다나은 의료기술과 의료서비스로 발전하는 선순환 구조가 된다. 즉 인문적 접근과 서비스 디자인 방법론을 결합해 몸의 질병치료라는 기계적 진료에서 환자의 마음에 감동을 주는 새로운 의료서비스 개발의 중요성과 지역의 중소의료기관 경쟁력 강화에 실질적인 도움이 될 수 있는 방안을 제시함으로서 환자들에게 맞춤형 의료정보를 제공하고 유통서비스 시스템을 통한 지역기반 중소병원의 접근성 및 친밀성을 높여 방문횟수를 높임으로서 지역중소병원 활성화에 기여할 것이다. In the consumer-focused environment which is becoming pluralistic and digitalized, the medical field requires a new medical distribution service design through service design innovation as well, and the purpose of this dissertation is to research on a new medical service design development strategy which reflects the patient’s emotional information and needs by combining humanistic approach such as medical Humanities, medical narratology, medical history and service design methodology. Through such, a method of establishing a model for humanities-based medical emotional information and regional-based medical distribution service system is proposed for consumer-focused diagnosis which would be able to provide practical assistance in strengthening the competitiveness of small&medium medical institutes, ultimately to enhance the medical service quality through strengthening small and medium hospital’s medical innovation and reliability between medical team-consumer. Through such a system, patients would be able to visit hospitals with trust for treatments, medical officials would be recognized for their efforts, and a venue where medical people in the same fields and medical technologies would be able to freely compete would be prepared, leading to a virtuous cycle that develops towards a better medical technology and medical service. In other words, by proposing a measure which can assist the importance of a new medical service development that touches the hearts of the patients as well as strengthening the competitiveness of the region’s small and medium medical institutes, and by applying it to the mechanical treatment, which refers to treating diseases of the body by combining humanistic approach and service design methodology, a custom-made medical information can be provided to patients, and by increasing the accessibility of regional-based small and medium hospitals and intimacy through distribution service system, the frequency of visits can be increased, contributing to the activation of the region’s small and medium hospitals.

동물의료서비스 이용 지역별 소비자 인식과 만족에 관한 연구 - 수정된 IPA 적용을 중심으로 -

김수연 ( Su-yeon Kim ),최아라 ( Ara Choi ),구혜경 ( Hye-gyoung Koo ) 한국소비자학회 2022 소비자학연구 Vol.33 No.1

반려동물시장의 지속적인 성장이 일어나며 반려동물 양육에 있어 필수적 요소인 동물의료서비스 시장 역시 확대될 것으로 보인다. 이러한 상황 속에서 동물의료서비스와 관련한 연구는 아직 부족한 상황이며 의료서비스와 마찬가지로 동물의료서비스 역시 지역격차가 예상됨에도 불구하고 이와 관련한 논의는 많지 않은 상황이다. 따라서 본 연구는 한국소비자원의 「2019 한국의 소비자시장평가지표-서비스 시장」 원자료를 활용하여 동물의료서비스와 관련한 소비자 1,000명의 자료를 분석하였다. 이를 통해 국내 동물의료서비스 소비자의 전반적인 인식을 확인하고, 이용 지역에 따른 인식과 만족의 차이를 Vavra(1997)의 수정된 IPA 매트릭스 구성을 통해 확인하고자 하였다. 본 연구의 주요 논의 결과와 시사점은 다음과 같다. 첫째, 동물의료서비스에 대한 전체 소비자의 성과도 평가는 선택다양성, 전환성, 비교용이성, 신뢰성, 안전성, 가격 순으로, 중요도 평가는 가격, 안전성, 전환성, 시장신뢰성, 비교용이성, 선택다양성 순으로 나타났다. 지역별 소비자의 인식 차이를 살펴본 결과, 안전성을 제외한 모든 항목에서 시군구 소비자의 성과도 인식이 유의하게 낮은 것으로 확인되어 동물의료서비스의 지역차를 확인하였다. 또한 5대 광역시 소비자와 시군구 소비자가 수도권 소비자보다 가격에 대한 중요성을 유의하게 높게 인지하는 것으로 나타났다. 둘째, 지역별 소비자의 동물의료서비스 만족에 영향을 미치는 요인을 살펴본 결과, 지역에 따라 영향을 미치는 요인과 정도가 다른 것으로 확인되었다. 그러나 안전성과 시장신뢰성은 모든 지역의 소비자에게 유의한 영향 요인이었으며 특히 안전성은 모든 소비자 집단에서 가장 중요한 요인으로 확인되었다. 마지막으로 이를 토대로 동물의료서비스의 이용 지역별 수정된 IPA를 수행한 결과에서도 지역별 공통점과 차이점을 확인할 수 있었다. 시장신뢰성과 안전성은 전체, 5대 광역시, 시군구 소비자 집단에서 IPA 매트릭스상 Ⅰ사분면인 중요한 실행요인으로 도출되었다. 이는 생명을 다루는 동물의료서비스 시장의 특성에 기인한 것으로 해석할 수 있다. 시장신뢰성은 동물병원이 관련 법과 제도를 잘 준수하고 있다고 여기는지와 관련된 사항으로, 관련 법적ㆍ제도적 보조가 필요함을 확인하였다. 더불어 가격은 모든 소비자집단에서 Ⅳ사분면인 기본요인에 위치했는데, 이는 동물의료서비스에서 가격이 기본적으로 충족되어야 할 공통 요인임을 의미한다. 그리고 시장 전반의 관점에서 비교용이성은 II사분면의 매력요인으로 도출되어, 향후 시장에서 비교정보의 제공이 중요함을 확인할 수 있었다. 이상의 결과를 토대로 본 연구에서는 동물의료서비스의 가격과 관련한 정책적 보조의 필요성, 비교정보제공을 위한 정보표준안 마련 및 동물의료서비스 이용 관련 주요 정보항목의 선별 필요성을 강조하여 정책적 보완을 강조하였다. 그리고 동물의료서비스의 지역격차가 존재함을 확인한 바, 이를 해소하기 위한 실무적 노력이 요구되며, 마지막으로 사업자의 입장에서 소비자 만족을 위해 모든 지역 소비자에게 공통적으로 중요한 요인으로 확인된 안전성, 시장신뢰성에 대해 집중적 개선이 필요함을 제언하였다. 본 연구는 동물의료서비스를 소비자의 관점에서 평가하고, 지역별 격차를 실증하며 동물의료서비스의 소비자지향성 개선 방안을 모색하였다. 반려동물산업이 성장하고 있고 관련 논의가 적극적으로 필요한 현시점에서 본 연구는 지역별 동물의료서비스의 격차에 대한 논의의 단초 역할을 할 수 있을 것으로 기대된다. As the pet market continues to grow, the animal medical service market, which is an essential factor in fostering pets, is also expected to expand. In this situation, research on animal medical services is still insufficient, and like medical services, animal medical services are not discussed much despite the expected regional gap. Therefore, this study analyzed the data of 1,000 consumers related to animal medical services using the original data of the “2019 Korea Consumer Market Evaluation Index” of the Korea Consumer Agency. Through this, the overall perception of domestic animal medical service consumers was confirmed, and the difference in perception and satisfaction according to the area of use was confirmed through the composition of the revised IPA matrix of Vavra (1997). The main discussion results and implications of this study are as follows. First, the evaluation of the performance of all consumers for animal medical services was in the order of selection diversity, conversion, comparability, reliability, safety, and price. The importance evaluation was in the order of price, safety, conversion, market reliability, comparability, and choice diversity. And as a result of examining the difference in perception of consumers by region, it was confirmed that the performance perception of consumers in cities, counties, and districts was significantly low in all items except safety, confirming regional differences in animal medical services. In particular, consumers in the five metropolitan cities and cities, counties, and districts perceived the importance of prices significantly higher than consumers in the metropolitan area. Second, as a result of examining the factors affecting the satisfaction of animal medical services of consumers by region, it was confirmed that the factors and degrees affecting each region were different. However, safety and market reliability were significant influencing factors for consumers in all regions, especially safety was identified as the most important factor in all consumer groups. Finally, based on this, the results of performing revised IPAs by region using animal medical services also confirmed regional commonalities and differences. When looking at the IPA matrix in the consumer groups of all, five metropolitan cities, and cities and counties, market reliability and safety were located in the important implementation factors, which are quadrants I. This can be interpreted as due to the characteristics of the life-handling animal medical service market. In particular, it was confirmed that related legal and institutional assistance is necessary because market reliability is a matter related to whether animal hospitals believe to comply with related laws and systems well. In addition, prices were located in the basic factor, which is the IV quadrant in all consumer groups, which means that prices are a common factor that must basically be met in animal medical services. In addition, from the perspective of the market as a whole, comparative ease was derived as an attractive factor in the second quadrant, confirming the importance of providing comparative information in the future market. Based on the above results, this study emphasized policy supplementation by emphasizing the need for policy assistance related to the price of animal medical services, preparing information standards to provide comparative information, and selecting major information items related to the use of animal medical services. After confirming that there is a regional gap in animal medical services, practical efforts are required to resolve this, and finally, it was suggested that intensive improvement is needed for safety and market reliability, which have been identified as common factors for consumer satisfaction. This study evaluated animal medical services from the perspective of consumers, demonstrated regional gaps, and sought ways to improve consumer orientation of animal medical services. At a time when the pet industry is growing and related discussions are actively needed, this study is expected to serve as a starting point for discussions on the gap in animal medical services by region.