지방과 서울 대형병원에 대한 지방 주민의 서비스 품질 인식 차이 = Local Residents` Perceived Service Quality Between Their Residential Area And Seoul-Area Large Hospitals

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the gap of perceived service quality between users and nonusers of large hospitals and to explore relevant factors. It is assumed that service quality perception is the significant factor for local residents` decision to use large hospitals in Seoul instead of those located in their residential area. We classify health service quality as the technical quality as outcome after service delivered and the functional quality that involves perceptual evaluation of the process of service delivery. We analyse telephone survey data of 800 residents of Daegu. Survey questions included the utilization of large hospitals in Seoul and Daegu, first-recall hospital, service quality rating and respondent`s demographic profiles. This study has three main findings. First, non-users rate large hospitals in Seoul higher than those in their residential area in both functional and technical quality, but users rate hospitals in Seoul higher only in terms of functional quality. This difference reflects that nonusers evaluate technical quality using second information sources such as word-of-mouth and media. Second, evaluation of service quality by local residents increases after health care utilization, which implies that service quality perception can be enhanced by an effective management of service encounters. Third, respondents, who said that first-recall hospital is in Seoul, rate hospitals in Seoul higher than those in Daegu, implying that raising public awareness of local hospitals is needed in pre-purchase stage.

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