한국 의료관광에 대한 고객만족이 관계지속의도에 미치는 영향 = 전환비용의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effect of customer satisfaction on maintaining relationships of medical tourism and the moderating effect of the switching costs between customer satisfaction` and the intention to maintain the relationship in relation to medical tourism in korea. Data were collected from medical tourists who had visited in hospital of korea. A total of 360 surveys were distributed and 304 were returned. In order to test, SPSS 12.0 program was used in this study for verifying research model. To summarize the results of the study; First, Customer satisfaction was revealed to have a positive effect on the intention to maintain the relationship. Second, Switching costs showed moderating effects on word-of-mouth intention. The results will be helpful for korean medical tourism to develop a further service marketing framework. For marketing managers of medical tourism, the results will suggest specific guidelines for establishing on marketing strategies of medical tourism in korea.