중소병원의 의료서비스 마케팅에 관한 연구 : 특히 충남 서천군을 중심으로 with special emphasis to the Sochon-Gun in Chung-Nam Province = A Study on Medical Service Marketing of Small Hospitals

다국어 초록 (Multilingual Abstract)

Customer service marketing has been well developed in business since last several decades.
The purpose of this research is to apply service orientation in hospitals.
The specific purposes are as follows.
First, The process of customer service in business includes medical service delivery, which will be a competitive strategy for the 21st century.
Second, more specifically, the degree of customer satisfaction will be explored based on data collected and analysed by questionnaire survey.
Third, customer service strategy of small-medium sized hospitals will be presented based on the findings of this research.
For the successful completion of the research, the established theories in customer service will be reviewed and questionnaire technique will be adopted to collect data.
The following finding indicate some general strategies for better medical service delivery in small and medium sized hospitals.
First, finding show the punctuality of service employees and immediate notice of examination results are most preferred elements in service delivery.
Second, the study also pointed out the kindness of employees in hospitals need to provide free medical program for the community residents.
In conclusion, the research showed some critical issues in hospital management.
In humane treatment and kindness of employees are the most chronic problems among many others.
The research also indicated give a competitive advantage to small and medium sized hospitals for better service delivery.

목차 (Table of Contents)

• 제1장 서론
• 제2장 병원의 환경변화와 경영전략
• 제1절 병원의 경영환경변화
• 1. 외적환경변화
• 2. 내적환경변화
• 제2절 병원의 경영전략
• 제3장 병원의 의료서비스 마케팅에 관한 이론적고찰
• 제1절 병원마케팅의 의의와 특징
• 제2절 서비스마케팅으로서의 병원마케팅
• 제3절 병원의 마케팅 컨셉트 도입
• 제4절 병원 마케팅의 전개과정
• 제4장 조사자료의 특성
• 제5장 결론
• 참고문헌
• ABSTRACT