의료기관의 관계마케팅활동이 고객참여 및 관계성과에 미치는 영향: 중국인 의료관광객을 중심으로 = The effects of Medical Tourism Institutions` Relationship Marketing Implement Factors on customer participation and Outcome: Focused on Chinese Medical Tourists

다국어 초록 (Multilingual Abstract)

This study intends to analyze in phases how variables like health care institutions`` relationship marketing activities, customer participation can contribute to the ultimate end of relationship performance in the process of medical tourism institutions`` development of relationship performances. This study will investigate differences in the customer participation behavior between Chinese medical tourists as well. As the result of verification of the hypothesis that medical service businesses``s relationship marketing activities perceived by medical tourists have a positive effect on client participation, it was verified that medical service businesses``s communication effectiveness, and contact personnel``s expertise have meaningful influence on client participation. Second, it was revealed client participation have a beneficial effect on relationship performance. Third, It was demonstrated that relational benefit and contact personnel``s expertise among medical service businesses``s relationship marketing implement factors have a significant effect on relationship performance.

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