일 종합건강증진센터 이용자의 고객접전 만족도 및 재방문 의도에 관한 연구
(A) Study on Customers' Satisfaction with General Health Promotion Center and Their Revisiting Intention Focused on Customer Encounters
건강증진센터 고객접점 고객만족도 인구통계학;
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This study aimed at investigating customer encounters at general health promotion centers and customers' satisfaction with customer encounters and their revisiting intention. A descriptive survey of 325 users was conducted for this purpose. they were selected through convenience sampling from the users of general health promotion center at G University Hospital in J City during the period from October 1, 2003 to February 28, 2004. Of 325 surveyed, 315 customer were judged to be reliable and analyzed using SPSS/PC.T-test, Frequency, ANOVA was carried out to analyze customers' satisfaction and their revisiting intention. The results of this study are as follows. 1. Motives for selecting a health promotion center Of the subjects, 28.5% selected the center because 'acquaintances recommended,' 27.6% because 'examination results are reliable', and 23% because of 'workplace or group medical examination'. 2. Customer encounters at a health promotion center Customer encounters at a health promotion center can be clarified into encounter before examination, encounter during examination and encounter after examination. 3. Customers' satisfaction with customer encounters Customers' satisfaction before examination, during examination and after examination showed statistically significant difference (F=22.171, P=.000). Satisfaction before examination was 4.03±0.57, satisfaction during examination was 3.93±0.62, and satisfaction after examination was 3.80±0.73. The result shows Customers' satisfaction went down over time. 4. Satisfaction with customer encounters according to demographic characteristics Demographic characteristics show no significant difference statically in Customers' satisfaction among before, during and after examination. however, Customers' satisfaction with each of the customers to all demographic characteristics show significant difference statistically(age less than 30 and school education less than elementary graduation are excepted). 5. Customers' satisfaction with customer encounters among groups by demographic characteristics No statistically significant difference was found in Customers' satisfaction with each of the three customer encounters among groups by demographic characteristics. However, within each of groups by demographic characteristics, Customers' satisfaction was significantly different among the types of customer encounters (P=.000). In particular, age and the type of examination appeared to have an interactive effect(age: F=2.281, P=.021; type of examination: F=3.238, P=.040). 6. Intention for positive word of mouth and revisiting Intention for positive word of mouth was significantly different according to gender and marital status among demographic characteristics (gender : t=-2.064, P=.040 ; marital status : t=5.332, P=.005). Married women appeared to have a high intention for positive word of mouth. No significant difference was found in terms of revisiting intention according to demographic characteristics.