의사결정나무 모형을 이용한 병원 선택요인에 관한 연구

Taking into account services and qualities associated with their tangible and intangible assets, investigating particular relationships between clients’ choices for certain hospitals and their chosen hospitals’ servicescape. In this vein, this study intends to deliver the following purpose. First, the study ferrets out what aspects and demographical factors have an effect on consumers’ preference for selecting particular hospitals. Then, it analyzes the level of servicescape and quality of hospitals in accordance with consumers’ preference different types of hospitals. Results from this analysis, in turn, provide practical views on optimal levels of hospitals’ servicescape, which is the primary purpose of this study. This sort of study addresses more specified needs and wants of consumers of medical services, thereby serving as a vital tool for hospitals to ameliorate their medical practices/services and suggest appropriate medical facility usage to their customers. The significant implication of this study points out how demographical properties affect medical service users’ preference mechanism in choosing hospitals. Hence, results from the study are anticipated to facilitate decision makings of the marketing work force in the health industry and can be specially utilized as a source for implementing segmentations within the industry. The methodology used for the research is the decision-making-tree model. The decision-making tree categorizes massive data sets into a few groups and is one of those methodologies that are suitable for forecasting future conditions of selected subjects of interest. While principles and systematic orders derived from the model could readily be understood, there happen to add unnecessary leaves in formulating the tree or there occur misclassifications on the onset of sorting branches