의료서비스품질 요인의 중요도-성과도 분석 -SERVQUAL을 중심으로-

This study aims to examine the importance and performance of medical service quality factors based on SERVQUAL model suggested by Parasuraman (1985, 1988). It looks into the impact of service quality, valued by medical consumers, on the overall satisfaction level of the consumers and how the satisfaction level have impact on the consumers’ behavior intention. Based on the analysis of these data, the study attempts to offer implications on what factors shall be maintained in the medical service quality factors and what shall be improved. In order to analyze the importance and performance level, the study conducted surveys on consumers who received medical services in hospitals from April 24 to May 22 2013 and 223 responses were used in the final analysis. The analysis of importance-performance analysis of medical service quality factors, reliability and assurance factors were shown on the quadrant 1, responsiveness on the quadrant 2, tangible on the quadrant 3, and empathy on the quadrant 4. Out of the medical service quality factors, responsiveness, assurance, and empathy had meaningful impact on the overall satisfaction level, which, in turn, influenced medical consumers’ behavior intentions. This study will based on the analysis of these data, give suggestions on how to improve medical service quality factors.