의료기관 선택요인이 지각된 위험과 전환의도에 미치는 영향에 관한 연구

Consumer’s consciousness and needs are growing more and more interested in medical service. And a lot of medical institutions fiercely compete to service. Therefore, medical institution need to concern about consumer’s expectation and their perceived risk or they’ll get left behind. The purpose of this study is to determine of potential association between factors affecting choosing medical institution and consumer’s perceived risk, and between consumer’s perceived risk and intention consumer’s switching medical institution. The results of analysis were as below. First, the healthcare service quality had effect on the perceived risk. Second, the perceived risk had effect on the switching intention. This results can be used to help plan new marketing strategies.