지역의료기관 이미지의 요인과 기능

국문 초록 (Abstract)

의료소비자의 병원에 대한 긍정적 활동의 결정변수인 기능적 이미지, 경험적 이미지와 고객의 긍정적 활동 간의 구조적 영향관계에 대한 가설을 설정하고, 또 이미지요인에 관한 가설을 설정하여 검증하였다. 이러한 검증에서 밝혀진 결과는 다음과 같다.
첫째, 전문성, 의료시설, 교통요인이 기능적 이미지에 긍정적 영향을 미칠 것으로 가설을 설정하였으나, 실증분석 결과 전문성, 의료시설은 기능적 이미지에 정의 영향을 미치는 것으로 나타났으나, 교통요인은 유의한 영향을 미치지 못하는 것으로 나타났다.
둘째, 의료진과 직원들의 친절성, 청결성, 병원건물외관이 경험적 이미지에 영향을 미치는 것으로 가설을 설정하고 실증분석 결과 세 가지 요인 모두 경험적 이미지에 긍정적 영향을 미치는 것으로 나타났다.
셋째, 의료소비자가 병원 본래 기능을 인지하는 기능적 이미지이든 감성적 즐거움을 인지하는 경험적 이미지이든 의료기관의 이미지를 높게 지각할수록 병원에 대한 긍정적 활동에 영향을 미치는 것으로 검증되었다.

다국어 초록 (Multilingual Abstract)

The local hospital is nevertheless losing competitiveness because of local population migration. Therefore, local hospital marketers catch accurately how the local consumers, real medical customers, are thinking and acting about the hospital and then make effort to meet the customers' inquiries and prepare well to reflect it on their operation plan. Hospital strategy is changing from growth supremacy and profit maximization to consumer satisfaction and value creation for human-centered.
This study explored the structural relations to analyze the roles of the functional image and experiential image of the hospital on the positive activity.
Six medical primary variables as independent factors, are the experts, medical equipment and traffic convenience that have influence to functional image, and kindness, cleanness and exterior of the building that have influence to experiential image.
The results of testing hypotheses are as belows.
First, we hypothesized that experts, medical facility and traffic give positive effect on functional image. It results that specialty and medical equipment have strong influence on functional image, but traffic factor has not been accepted.
Second, we hypothesize and verify that kindness, cleanness, and exterior of building have influence on experiential image. It results that all three factors have a positive effect on experiential image. We see that not only medical skill that medical staffs provides but also sensibility-oriented kind attitude and detailed explanation toward medical consumer are good variables that have influence to experiential image.
Third, it makes statistical meaning, as a result, to verify the hypothesis that the higher medical consumer functional image and experiential image of sensitive pleasure, the greater affirmative activity for hospital,
This study contributes to helping make hospital strategy for local hospital marketer by showing that speciality and medical equipment should be considered more than traffic convenience. Accordingly, hospital should improve specialty and medical equipment to enhance medical consumer's positive activity for hospital.
Functional image is not to be formed in a day but formed with inimitable character through long-term efforts made by a physical trait and a combination of factors of hospitals. Forming experiential image related to be sensitive and emotional pleasure, it is required to get interested in doing medical services for poor people, to offer a course for medical consumer, to expand cultural marketing and to operate a social welfare program, which help consolidate an experiential image.
As conclusion, this study results present primary data for correct decision making to authorities of local general hospitals who have concern about hospital-invigorating strategy.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 고찰과 가설의 설정
• Ⅲ. 연구 가설의 설정
• Ⅳ. 실증분석
• Ⅴ. 결론 및 토론
• 참고문헌
• Abstract

참고문헌 (Reference)

1 김정구, "스포츠마케팅이 기업동일시에 미치는 영향" 14 (14): 143-157, 1999

2 Taylor, "The effects of filled waiting time and service provider control over the delay on evaluations of service" 23 : 38-48, 1995

3 Ruyter, K., "On the Relationship Between Perceived Service Quality, Service Loyalty and Switching Costs" 9 (9): 463-453, 1988

4 Wakefield, Kirk L., "Excitement at the mall : Determinants and effects on shopping response" 74 (74): 515-539, 1998

5 Wind, Yoram, "Analytical Approach to Marketing Decisions in Health-Care Organizations" 24 (24): 973-990, 1976