병원의 관계마케팅 실행요인과 재구매에 관한 연구

The objective of this study is to find out how customer's awareness of the factors of the relationship marketing with customer orientation by service supplier influence the major factors of relationship structure like customer trust, customer loyalty and to find out how these factors influence repurchase intention. I investigated 813 patients, who were assisted at that time as inpatients or outpatients in 8 general hospitals in Pusan using questionary research and executed actual circumstance analysis. According to above study result, hospital is a very strong relationship-oriented organization as it is influenced highly by the factors of the relationship marketing. It is saying that accuracy realization and execution of the factors of the relationship marketing are the core to extend the relationship with current patients and to keep customers continuously. Especially, the factors of the relationship marketing don't influence directly customer loyalty and repurchase and rather customer trust is effective and efficient to influence in-directly. Hospital has to proceed effort to considering patient(customer) trust and needs relationship marketing approach for the motive factors of using hospital with concrete terms for the considering patient, for example improving medical services, maintaining high-tech medical equipments and comforting transportation.