서비스품질, 서비스가치, 명성, 감정반응, 고객만족과 재이용의도의 구조적 관계：의료서비스에서 서비스관계의 조절효과를 중심으로

As medical service industry is transformed into the market centered on consumers, medical service quality patients recognize is emphasized as the powerful means to ensure competitive advantage among hospitals in the fierce medical markets. Many researches have been done on the definition of medical service quality, developing a scale to measure it, patient satisfaction, hospital repurchase and oral transmission intention, but integrated studies have not been done sufficiently on the patient‘ cognitive․emotional aspects. For these research purposes, based on service relation, service quality, physical surroundings, human services, corporate reputation, service value, emotional response, customer satisfaction and repurchase intention, this paper suggests a theoretical modeling composed of hypotheses on the relations of each theoretical variable. In addition, the moderating effect of service relationships is investigated based on the structural equation model.