의료서비스 품질, 재이용의도, 구전효과사이의 인과관계 모형 연구 - 종합전문병원과 전문병원을 중심으로 -

Recently many medical center transfer to special hospital with more specialized medical technique on particular medical area and disease because of business difficulties of small & medium sized hospital. Medical centers which have been leader of medical business so far are experiencing internal & external business difficulties because not only of declining customers due to increasing number of special hospitals but also global market opening of medical service.This study analyzed the customer satisfaction after medical service use, the effects of word-of-mouth, and factors influencing each constructs. Results of the study are : The tangibleness and specialty of medical centers are superior to those of special hospitals. The reactivity of employees and customer satisfaction, intention of service re-use and word-of-mouth effects of medical centers are higher than those of special hospitals. And there is no significant difference between two categories of hospital. It was also confirmed that medical service quality such as tangibleness, system, specialty, reactivity influence customer satisfaction, and customer satisfaction influence directly the intention of re-use and word-of-mouth effects.