소비자의 병원 선택 및 만족도에 영향을 미치는 요인

Understanding consumers' perception and attitude to hospitals is a fundamental basis for efficient and effective hospital management, especially in very competitive industries such as large hospitals in Korea. This study aimed to examine hospital factors influencing consumer's hospital choice, their satisfaction, and their intention to revisit. A survey was conducted to collect information of patients' perception to the hospital in which patient or family member are visiting, using a structured questionnaire. Top five hospitals in Seoul, Korea were selected according to their volume of outpatients, and 200 outpatients were contacted and interviewed. Five hospitals were compared in terms of hospital choice and satisfaction factors using correlation analysis and graphical presentation. Factors influencing patient's satisfaction and intention to revisit were analyzed using multiple regression and logistic regression, respectively. The results showed high correlation between hospital choice and satisfaction in accessibility and kindness and significant differences across five hospitals. Hospital choice factors were significantly influencing patient's satisfaction in three factors: accessibility, kindness, and expenditure. Among seven factors, kindness and expenditure were only factors influencing patient's intention to revisit. The findings identified significant differences in relationship between hospital choice and satisfaction and factors influencing patient satisfaction and intention to revisit across five big hospitals. For effective hospital management, each hospital needs to develop the customized strategy increasing their customer's loyalty through continuous customer management.