병원의 인터넷 의료서비스품질이 소비자 만족에 미치는 영향에 관한 연구
Influences of the Hospital Internet Medical Treatment Service Qualities over Consumer satisfaction
병원 인터넷 의료서비스품질 소비자 만족;
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The backgrounds of this study are following: As our economy has grown and the income has risen, the social environment has been changed and customers' desires for medical service have been increased. As a result, medical knowledge and information of the customer have been enlarged, a campaign for customer protection has been spread, the supplier-oriented system has been converted into the customer-oriented one, and the marketing strategy of hospitals has been strengthened. In addition, the diffusion of computers has made customers more interested in the internet medical service. This study is based on the judgement that it is valuable to verify the relation between the internet medical service and intention of repurchase and the word-of-mouth communication by satisfaction. The specific purposes of this study are following: First, we are to confirm the present and actual conditions of the internet medical service quality, and to review the previous researches. Second, we are to variables of the internet medical service for the customer's satisfaction through the previous researches. Third, we are to build the hypothesis in order to find out the relations and effects between the customer's satisfaction and intention of repurchase and the word-of-mouth communication as well as between the factors of the internet medical service and the customer's satisfaction. Fourth, we are to verify the hypothesis of this study. Fifth, we are to analyze the expected effect of this study through the result of the proved study. The theoretical background of this study is following: Based on the theories of Parasuman and Servqual which are factors of service quality, this study reviewed the previous researches on the medical service quality. The concept or theory of the internet medical service, however, has not established yet. That is why we referred only to the background and the present condition of the internet medical service in this study. The results of this study are following: First, the factors of the internet medical service, which are convenience, reliability, medical information, site design and safety, have effects on customer's satisfaction. Second, according to the verification result of the relation between the internet medical service and customer's satisfaction based on the demographic characteristics, the relations between the internet medical service and customer's satisfaction have some differences according to sex distinction, age, dwelling type and marriage. Third, the factors of the internet medical service have an influence on the relation between the customer's satisfaction and intention of repurchase. Fourth, the factors of the internet medical service have an influence on the relation between the customer's satisfaction and the word-of-mouth communication. The issues of this study are following: First, to make the internet medical site more convenient, the site should be used with ease and communicate well and accept the customers' demand. Second, to make customers more satisfied, the internet medical site should keep the customers' reliance on service. Third, more various and accurate medical information and bidirectional medical consultation make customers more satisfied. Fourth, the site design, which has proper screen configuration and layout and good graphics, makes customers more satisfied. Fifth, to keep the site safely, it is necessary to prepare security counter plans against hacking and damage. Judging from the relations between the customer's satisfactory and intention of repurchase and the word-of-mouth communication, convenience, reliability and medical information work on the customer's satisfaction most. The limits of this study are following: First, this study was made through limited data since studies for the internet service was not enough both internally and externally. Second, we have some problems in selecting samples and collecting data. Since the subject of this study was customers of general hospitals operating their own web site, it may be unreasonable that they are the representatives of the whole. And it also has a possibility that the result may be distorted. Third, even if the questionnaire survey should have been made by longitudinal method to accomplish the purpose of this study, it depended on only the cross-sectional one due to the limitation of time and method. As a result, we couldn't presume the future based on the trend of the past and the present and restrictedly generalized the meaning of this study result theoretically. Finally, when collecting basic data to solve the hypothesis and the subject of this study, we primarily used the method of the questionnaire survey. So we could hardly make this study objectively.