병원과 환자간의 신뢰가 재수진의도와 구전효과에 미치는 영향에 관한 연구
Effects of Trust Between Hospital and Patient on the Intention to Revisit and Word-of-Mouth Communication
병원관계마케팅 관계마케팅 신뢰 재수진의도 구전효과;
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The purposes of this study were following : First, to review the environment of medical service, relational characteristics of hospitals, relational characteristics of medical servicemen, intention to re-screen and effect of word-of-mouth. Second, to set up the research model based on the results of reviewing past researches. Third, to test research hypotheses. The implications of this study were following : First, patients rely on the reputation of hospital when they evaluate the reliability of hospital. To get a high reputation, hospitals should make efforts to enhance the their own reputation and keep the continuous high medical service quality through the long-term policy. Second, patients rely on the physical conditions of hospital when they evaluate the reliability of hospital. External conditions such as modern facilities & equipment, convenient parking lots and location of hospital are needed. And as internal conditions, superior manpower with high-quality service ability for patients are needed. Third, to enhance the patients' trust in a hospital, the will to be well patronized is important in the patient's point of view. Fourth, hospital should give useful medical information to patients and make a convenient communication with patients. Communication is the precondition of trust and the accumulation of trust produces the better communication. Fifth, the emotion on the process of using hospital have a critical role in the trust. So, according to the level of satisfaction with results of past medical examination and past medical service, possibility of patients' revisit become high. Sixth, relational characteristics of medical servicemen had an effect on the patients' trust in the hospital. So hospital-related people have to make an effort to acquire state-of-the-art medical technology. Seventh, hospital has to allocate more time to patients for better understanding in the desire of patients and sufficient medical examination because the frequency of contact has an effect on the patients' trust in hospitals. Ninth, there is two-way effect between patients' trust in hospital and medical servicemen. That is, to fortify the trust between medical servicemen and patients, hospital should compensate medical servicemen for their efforts. Tenth, patients' trust toward hospital and medical servicemen had an effect on the intention to re-screen and word-of-mouth. So hospital should try to increase and maintain the high level of trust. The limitations of this study are following : First, we need to research the broader area because our study focused upon the limited area in Gyeongnam. So it's difficult to generalize the our results of study. Second, results of this study were hard to be generalized because the cross sectional research method was employed in this study. Third, when we collected the basic data for solving the research hypotheses and problems, we mainly relied on the questionnaire survey. So we failed to get the objective research because there could be a biased opinion.