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의료 서비스의 실패 상황에서 서비스 회복 보상과 진정성이 서비스 이용 행동에 미치는 영향
강민정 ( Kang Minjung ),한상린 ( Han Sang-lin ),백민선 ( Baek Min Seon ) 한국소비자학회 2019 소비자학연구 Vol.30 No.6
The rapidly aging population, rising income levels and growing interest in well-being are changing the perception of quality of life, healthy life, and the importance of the medical service industry. As a result, market of medical service becomes more competitive. The independent variables consist of the monetary reward, the apologies and the details of explanation as a sub-directional variables. The authenticity is composed of 3 dimensions including service provider, service process, and customer-orientation. The intermediate variable is the commitment which has been reviewed by affect, continuity, a normative approach. It was selected the repurchase intention and the word of mouth as the sub-ordination variable. The definition of the failure for medical service meant dissatisfaction after the surgery or the treatment. The research has been executed toward the person who felt dissatisfaction after medical service. From the theoretical point of view of this study, the hypothesis test showed that only apology and detailed explanations among the sub-directional of service recovery efforts had positive effects on commitment(affective, continuous, normative commitment). In addition, only customeroriented authenticity, a subparameter of authenticity, has a positive effect on commitment (affective, continuous, normative commitment). The normative commitment effects on the verbal intention in the aspect of positive, the intention of verbal is supposed to effect on the intention of re-using significantly. The practical view of this study has been that apologies and detailed explanations are important recovery rewards for service customers who experience medical service failures during marketing activities to attract customers of the medical institution. It also suggests that customer-oriented authenticity rather than authenticity of service personnel or service processes is a key factor in the long-term relationship that can be shaped by the customer's desire to find and provide what services they need.
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