병원마케팅 효율성 제고를 위한 의료서비스의 질 향상에 관한 일 고찰

박창식 고신대학교보건과학연구소 1999 보건과학연구소보 Vol.9 No.-

The concept of QA is very different among European countries. Regardless of their political systems, poor countries of the continent pt equity as top priority and see a high-level scientific and technological quality they can't provide as extravagant. while rich countries emphasize medical excellence and appear having the quality of highly advanced and specialized medical service, though many countries initially sought to find out wide ways of providing the best quality medical treatment to everyone. Thus they are paying more attention to setting up a moderate level of medical service and a logic concept of the quality. In this sense, it is officiality raised that if there are any adverse effects on medical clients, the current scientific and technological quality of medical treatment could be allowed to lower. The first motive of a quality-related activity, especially a new or planned activity is to improve a scientific and technological quality of medical treatment or improve an economic effectiveness of the quality. Both of such tow trends may exit in some countries. In general, the medical profession pursues the maximum quality while health authorities may accept a moderate QA and emphasize the, effective, but minimum level of medical treatment. These differences in motive and purpose are potentially causing conflicts. Medical demand and the use of hospitals based on medical development have dramatically increased as the income and educational level of people have went up and they have paid more attention to their health. The number of hospitals has gradually increased and accordingly, medical industry has played a bigger role and occupied a medical service by hospitals is essential for the development of the field. Any of a nation's people has the right to receive medical service and any of medical professionals has the duty to equally provide such service to everyone. But actually, hospitals of this nation which have provided medical service under the philosophy of product of sale orientation are not putting into practice a real philosophy of customer-oriented marketing with excuses such as financial situation, installation of high-cost medical equipment and professional medical service provision. Synthetically speaking, hospitals as medical service providers can raise the quality of the service by providing not only human but also material services better, realizing the philosophy of customer orientation. Hospitals should have a positive recognition of the improvement of QA, avoiding a narrow view in providing medical treatment to customers To do so needs much a new type of hospital service marketing. In addition, hospital management should be performed with its emphasis on medical service and hospital managers and medical professionals should change their consciousness. Finally, hospital service marketers should consider characteristics and attitudes of customers enough and mark their best efforts of providing the best QA under therecognition that improvement in QA leads to hospital effectiveness.

지각된 의료서비스 품질과 관계품질이 고객충성도에 미치는 영향 -중,소규모 병,의원을 중심으로-

이원일 ( Won Il Lee ),장광희 ( Wang Hee Jang ) 한국유통경영학회(구 한국유통정보학회) 2014 유통정보학회지 Vol.17 No.1

본 연구는 빠르게 성장하고 경쟁이 심화되고 있는 의료서비스 시장에서 서비스품질 개선과 고객만족을 통한 중소 의료기관의 경쟁력 확보 방안을 제시하고자 한다.본 연구에서는 중소 의료기관의 지각된 서비스품질이 의료진의 몰입, 고객만족, 의료기관 신뢰로 대변되는 관계품질에 미치는 영향을 보고자 하였으며 또한 서비스 품질 및 관계품질을 매개하여 재이용 의도와 구전의도로 대변되는 고객충성도에 미치는 영향을 보고자 하였다.그동안 많은 연구자들에 의해 서비스품질, 고객만족, 관계품질, 고객행동으로 잇는 영향 요인에 대한 연구가 다양하게 이루어진 것이 사실이다.하지만 본 연구에서는 서비스품질에 대한 다양한 측정변수를 하나로 통합하여 서비스 품질을 측정할 수 있는 15개의 측정항목을 만들어 측정 하였고, 환자 몰입, 환자 만족, 의료기관 신뢰를 관계품질로 정의하여 측정하였고, 고객충성도는 재이용 의도와 구전 의도로 정의하여 서비스품질이 관계품질을 매개하여 고객충성도에 미치는 영향을 보고자 하였다.연구 결과 서비스품질은 관계품질 측정변수 중 의료진의 몰입과 환자만족을 통해 고객충성도에 영향을 미쳤지만 의료기관의 신뢰를 통해서는 고객충성도에 영향을 미치지 못한 것으로 나타났다. 이는 서비스품질, 환자의 몰입, 환자만족이 의료기관의 신뢰를 의미하는 것이기 때문에 유의하지 않은 것으로 연구되었다.본 연구를 통해서 서비스품질이 관계 품질을 매개로 고객충성도에 미치는 영향 관계를 검증하여 연구적 시사점을 도출하였고, 중소 의료기관 스스로 고객들의 병원 선택 기준과 내방 목적을 명확하게 이해해 의료 서비스 시장에서 필요한 경쟁력을 향상 시켜야 한다는 실무적 시사점을 도출하여 의미 있는 연구였음을 자평하고 향후 후속 연구를 통해서 본 연구를 발전시키고자 한다. This study suggests ways of gathering competitive of medium and small hospitals, through improving service quality and customer satisfaction in the medical service markets which are going to be fast growing and increasingly competitive.The purpose of this study is to catch the effect that a recognized service quality influences to customer relationship representing a commitment of medical staffs, customer satisfactions, and trust of the medical organizations, and the effect of customer loyalty which is representing intention of re-visit, and intention of word-of-mouth with service quality and customer relationship. It is true that there are many studies about the effects of service quality, customer satisfaction, relationship quality, and customer behavior by many other researchers in the meanwhile. However, this study purpose that measured by making 15 measurement lists of measurable service quality as making to combine various measurement variables toward only one about service quality, and the relationship quality is defined as the commitment of staffs, customer satisfaction, trust of medical organizations, the intention of re-visit, and intention of word-of-mouth are defined as customer loyalty.As a result of this research, service quality affects customer loyalty through the commitment of medical staffs and customer satisfaction out of measurable variables of relationship quality, however, the trust of medical institutions does not affect customer loyalty. Because the trust of medical institution means the service quality, the commitment of medical staffs, and customer satisfaction, the trust of medical institution is not given attention. This research concluded that the effect of relationships between customer loyalty and service quality as the relationship quality. The research also concluded the medium and small medical institutions should clearly understand customers’ purpose of visiting the hospital and selection criteria of hospital, and improve the competitiveness necessary in the medical service markets. Based on the result, this study can be stand as a meaningful research, and developed this research through a follow-up research.

국가이미지와 의료서비스품질, 행동의도의 관계 - 중국의료관광객을 대상으로 -

한상빈,이상환,임태선 동북아관광학회 2015 동북아관광연구 Vol.11 No.2

본 연구에서는 중국인 의료관광객을 대상으로 하여 한국의 국가이미지(사회적 이미 지, 경제적 이미지, 과학기술적 이미지, 관계적 이미지)가 의료서비스품질(행정서비스, 진료서비스, 시설 및 환경 서비스, 코디네이터서비스)에 미치는 영향, 그리고 의료서비 스품질이 행동의도에 미치는 영향관계를 연구하고 중국인의료관광객유형에 따른 의료 서비스품질의 각 요인의 영향관계를 알아보고자 한다. 본 연구는 한국의료관광이나 한국관광중에 의료서비스를 받아본 중국인을 대상으로 설문조사를 실시하였으며, 총 550부를 배포하여 500부를 분석 자료로 채택하였다. 자 료 분석은 SPSS 20.0을 이용하여 빈도분석을 하였고, LISREL 8.70을 사용하여 확 인요인분석과 구조방정식 모형을 분석하고 검증하였다. 실증분석 결과, 첫째, 입원 집 단과 비 입원 집단에 대한 국가 이미지와 의료 서비스 품질 간의 관계에서 관계 이미 지가 의료 서비스 품질에 가장 큰 영향을 미치는 것으로 나타났다. 둘째, 의료서비스 품질에 미치는 영향으로 경제적 이미지와 문화적 이미지가 두 집단 간의 관계에서 가 장 큰 차이점으로 나타났다. 셋째, 코디네이터 서비스는 행동의도에 가장 영향력 있는 요인으로 나타났다. 본 연구는 의료관광분야에서 기존고객을 유지하고 새로운 고객을 창출하기에 적합 한 한국의 국가이미지와 의료서비스품질요인을 밝히는데 의의가 있다. The purpose of the paper is to show the influence of Korea’s national image on medical service quality among chinese medical tourists, and study the influencing relationship of medical service quality and intention of action, and also the influencing relationship of each factor of medical service quality according to the type of chinese medical tourists. This study surveyed chinese people who received medical service during Korea medical tour or Korea tourism. 550 surveys were done and chose 500 surverys for analysis materials. Analysis of frequency was done by using SPSS 20.0, and LISREL 8.70 to analyse and verify confirmatory factor analysis and structure equation modeling. As the result of actual proof analysis, First, the relationship between national image and medical service quality are not particularly noticeable in these two groups. Among them, relationship image had the greatest influence on therapy service quality. Second, the economic image and cultural image exert on medical service quality shows the largest difference of the two groups. Third, medical service quality and behavior intention, coordinator service had the most evident influencing factor for behavior intention. The purpose of this study is to maintain the existing customer in medical tourism field and to define proper Korea’s national image and medical service quality factor to create new customers.

국제의료관광 전시컨벤션 서비스품질이 참관객 만족도, 재방문 및 추천의도에 미치는 영향 분석

윤은주(Eun Joo Yun),이대휘(Dae Hui Lee) 한국관광연구학회 2015 관광연구저널 Vol.29 No.9

This study examines the relationship between the service quality as perceived by the participants of the International Medical Tourism Convention and the participants’ satisfaction, revisit intention, and recommendation. The experiences of the participants of the International Medical Tourism Convention held at the Busan Exhibition and Convention Center (BEXCO) were surveyed. The four determinants of the Convention’s service quality were Service environment quality, Service delivery quality, social Services quality, and Service product quality. The main findings are as follows. (1) The Service environment quality of the Convention had the greatest significant positive effect on participant satisfaction (2) the Service delivery quality, social Services quality and Service product quality had significant positive effects on participant satisfaction; (3) the service quality perceived by the Convention’s participants had significant positive effects on revisit intention. (4) the service quality perceived by the Convention’s participants had significant positive effects on recommendation. This study has shown that International medical tourism exhibition and convention attendee’s high satisfaction creates positive influence on attendee’s revisit intention. It also helps create a trust and positive image about international medical tourism as well as promotion effects on elevating recommendation. By enhancing the participants’ perceived service quality, this study aims to identify methods to improve the international competitiveness of the domestic medical tourism industry and medical tourism marketing strategies, in order to achieve sustainable participation in medical tourism activities.

환자가 인지하는 의료서비스 질이 지각하는 가치와 만족도 및 재이용 의도에 미치는 영향 -전문병원과 일반병원을 중심으로-

지경자 ( Kyung Ja Ji ),박천만 ( Chun Man Park ),이종렬 ( Jong Ryol Lee ) 대한보건협회 2011 대한보건연구 Vol.37 No.2

Objectives: This study aims to analyze the effect of quality of health care on perceived value, patient satisfaction and revisit intention. Especially, it was focused on outdoor environment, admission procedure, hospital image, service quality of physicians that patients perceived. Methods: Both inpatients and outpatients were selected from one specialty hospitals and one general hospitals in D city. Questionnaire survey was employed to collect data from the subjects. Results: 1. Specialty Hospitals. For inpatients, hospital image and service quality of medical technicians have an effect on perceived value. Service quality of physicians has an effect on the patient satisfaction. For outpatients, hospital image and service quality of physicians and medical technicians have an effect on perceived value. Outdoor environment, hospital image, service quality of physicians and medical technicians, and perceived value have an effect on patient satisfaction. Perceived value and patient satisfaction have an effect on revisit intention. 2. General Hospitals. For inpatients, hospital image has an effect on the perceived effect. Service quality of medical technicians has an effect on the patient satisfaction. Perceived value and patient satisfaction have an effect on the revisit intention. For outpatients, hospital image and service quality of physicians and medical technicians have an effect on the perceived value. Outdoor environment, service quality of physicians, and perceived value have an effect on the patient satisfaction. Admission procedure, hospital image, service quality of physicians, perceived value, and patient satisfaction have an effect on revisit intention. Conclusion: Thus, this study indicates that the each medical institution have a different influence on the revisit intention by perceived value and patient satisfaction that medical customers feel after they underwent the medical service. It is necessary for medical institutions to develop friendly health service manual that represents specific guidelines of service behaviors in terms of patient-oriented health care service. Specialty hospitals are expected to have an enhanced quality on their specialized health care service. They should evaluate customer satisfaction on their services and analyze various factors that affect on it to improve specialty hospitals. Government also should offer small and middle-sized hospitals basic conditions to increase their self-care capability as high quality of specialty hospitals.

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.

치과내원환자가 인지하는 의료서비스 품질과 고객만족, 서비스가치 및 고객충성도와의 관계분석

이병호,최유진 보건의료산업학회 2014 보건의료산업학회지 Vol.8 No.2

The purpose of this study was to reveal association between medical service quality, consumer satisfaction, service value and customer loyalty. Medical service quality was composed of physical quality, personal quality, technical quality, procedural quality. We thought these factors affect to the consumer satisfaction, service value and customer loyalty. For this study, 221 dental patients in Busan and Ulsan are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson’s correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the influencing factor in consumer satisfaction were physical quality(β=.519), personal quality(β=.262), procedural quality(β=.110), adjusted R²=.537. Second, the influencing factor in service value were physical quality(β=.253), personal quality(β=.251), technical quality(β=.210), procedural quality(β=.136), adjusted R²=.401. Third, the influencing factor in customer loyalty were personal quality(β=.343), physical quality(β=.302), procedural quality(β=.148), adjusted R²=.398. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.

의료관광 서비스접점별 품질평가에 관한 연구

김혜영,연승호,임상택 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.2

The objectives of this research were to draw the medical tourism service encounters and to examine the relationship between service quality evaluation by the service encounters and overall service quality. The Leiper model of the tourism system, the medical tourism service process proposed by Park & Kim(2012), and medical tourism products were used for the medical tourism service encounters. Data were collected via self-reported questionnaire from 437 medical tourists who were visiting major medical institutions in Seoul, Kyonggi, and Busan. The findings indicated that service quality evaluation at the medical service encounter during visit has the largest impact on overall service quality, followed by the medical service encounter before visit, the tourism service encounter during visit and the transit service encounter.

치과 의료 연구경향 및 서비스 품질 평가 요인 연구

형성은,김용구 한국전시산업융합연구원 2023 한국과학예술융합학회 Vol.41 No.5

본 연구는 치과 의료의 연구 경향과 서비스 품질항목을 조사하기 위해 진행하였다. 먼저 최신 연구 경향을 살펴보기 위해 2010년 이후 연구된 치과 의료관련 논문을 조사하였고 다음으로 디자인과 관련된치과의료 논문을 조사하여 클러스터 분석과 수량화 3 류 이론으로 분석하였다. 또한, 기존 논문에서 제시하고 있는 의료서비스 품질 평가인 서브퍼프(Servperf), 서브퀄(Servequal), 그론루스(Gronroos)의 어떠한 요인이 치과 의료서비스 품질 평가와 관련 있는지 살펴보았다. 실험조사는 사례조사와 실험조사로 나누어 진행하였다. 1차 사례조사 결과, 최근의 치과 의료 논문은 14개의 주제로 분류되었고 디자인과 관련된 치과논문은 일부 실내디자인과 치과 의료 제품의 연구가진행되었지만, 아직까지 치과서비스와 관련된 연구는적은 편이다. 2차 실험조사는 의료서비스 품질을 평가하기 위해 다중 회귀분석을 진행하였다. 분석결과 서브퍼프(Servperf) / 서브퀄(Servequal)는 유연성, 반응성, 공감성의 항목이 관련이 있었다. 또한, 그론루스(Gronroos)은 접근성과 평판/공감의 항목이 관련이 있었다. 연구 결과를 종합해보면 치과서비스의 품질 평가 요인은 사람, 장비, 시설, 커뮤니케이션의 유연성, 약속한 서비스를 신속하게 제공하는 “반응성”, 고객을배려하고 관심과 친절을 제공하는 “공감성”, 서비스운영시간과 시스템 접근의 편리성의 “접근성”, 서비스운영에 대한 소비자 평가인 “평판/신용”의 항목이 치과서비스와 관련 있는 것으로 조사되었다. 따라서 본연구의 치과서비스 연구 경향과 품질 평가 요인 조사는 앞으로 치과 의료 서비스디자인을 이해하고 연구하는데 필요한 기초자료가 될 것이다. This study investigated research trends and service quality items in dental Medical. Firstly, we researched dental Medical papers since 2010 for understanding latest research directions. Secondly, dental papers related to design were investigated and analysed by using cluster analysis and quantification theory type. Then checked whether Servperf, Serequal, and Gronroos related to dental medical service quality evaluation or not, which belongs to medical service quality evaluations factors that suggested in existing studies. As the results of 1st case study, recent dental medical papers were divided into 14 themes. Although some research on interior design and dental medical products has been conducted in dental papers related to design, there is still relatively little research related to dental services so far. In the 2nd experimental study, multiple regression analysis was conducted to evaluate the quality of medical services. The result showed Servperf / Serequal were related to the items of flexibility, responsiveness, and empathy. Additionally, in Gronroos, the items of accessibility and reputation/sympathy were related. Synthesized research results, the quality evaluation factors of dental services include people, equipment, facilities, flexibility in communication, quickly responsiveness in providing services, empathy for providing careness and kindness, Accessibility for service runtime and system accessing convenience, reputation / credibility evaluated by consumers in service operation were found to be related to dental services. This study's survey of dental service research trends and quality evaluation factors will provide basic data for understanding and researching dental services design field in the future.

의료서비스 품질이 의료고객 만족과 지속가능한 의료관광에 미치는 영향

이호길 ( Ho Gil Lee ),이정철 ( Jeong Cheol Lee ) 대한관광경영학회 2010 觀光硏究 Vol.25 No.3

의료환경의 변화와 의료관광 고객의 욕구다변화에 따라 의료기관은 ‘의료고객 만족’경영을 위한 의료서비스의 품질개발에 박차를 가하고 있다. 이에 본 연구에서는 의료서비스 품질이 의료고객의 만족과 지속가능한 의료관광에 어떠한 영향을 미칠 것인가를 실증적으로 규명해보며, 향후 우리나라 의료관광의 지속적인 발전을 위한 시사점이 무엇인지를 찾는데 있다. 본 연구의 결과요약은 다음과 같다. 첫째, 서비스 품질에 관한 측정도구 개발은 이미 상당한 연구가 진행되어 왔으나, 의료서비스 품질에 대한 측정도구 개발은 매우 저조하였다. 이에 본 연구에서는 의료시장의 확장과 노년인구의 의료소비에 대한 증가에 초점을 두어 의료서비스 품질에 대한 측정요인을 정립하였다. 이 측정요인은 관련 문헌 및 선행연구와 전문가 집단조사를 통하여 의료서비스 품질요인으로 크게 두 가지 즉, 인적차원과 물적차원으로 분류할 수 있었다. 인적차원의 측정요인으로는 진료전문성, 행정우수성, 신뢰성으로 분류하고, 물적차원은 접근성과 의료장비 시설 그리고 위생환경으로 구분하였다. 둘째, 인적차원의 의료서비스 품질 구성요인 중에서 행정우수성은 의료고객 만족에 유의한 영향을 미치나, 진료전문성과 신뢰성은 의료고객 만족과는 유의성이 없는 것으로 조사되었다. 셋째, 물적차원의 의료서비스 품질 구성요인 중에서 의료장비 시설은 의료고객 만족과 유의성이 있는 것으로 조사되었지만, 접근성과 위생환경은 의료고객 만족과는 유의성이 없는 것으로 나타났다. 마지막으로 의료고객의 만족은 지속가능한 의료관광과도 정(+)의 영향관계가 있는 것으로 규명되었다. With changes of the medical environment and the diversification of the medical tour customer`s needs, the management of customer satisfaction in medical institutions has been becoming a major focus. Thus, it is significant to study on how the quality of medical-related services affects both customer satisfaction and sustainable medical tourism. Based on such, this study aims to verify models and hypotheses demonstratively. Consequently, in human parts, it is proved that both medical service quality and administrative excellence in subordinate variables have a meaningful effect on medical customer satisfaction. In physical parts, it is also proved that both medical service quality and the medical equipment in subordinate variables have a significant effect on medical customer satisfaction. It is ascertained that medical customer satisfaction has a important effect on sustainable medical tourism. The results of this study are significant in the aspect of offering detailed and specific guidelines on more efficient impact relations, which have been featured some precedential researches until now, between medical service quality and sustainable medical tourism by considering whole human and physical variables in addition to verifying the causation between factors which affect customer satisfaction and sustainable medical tourism. It is considered that the results of this study can enhance the possibility of generalization to actual application. To sum up, for customer satisfaction, the administrative excellence in the subordinate variables should be given more weight than the medical service quality in human parts while the medical equipment in the subordinate variables should be given more weight than the medical service quality in physical parts. This is significant in the aspect of suggesting actuality that the result is the main factor that can lead ``sustainable medical tourism`` to be more effective.