한방병원의 의료서비스와 이미지가 재방문의도에 미치는 영향

This study intends to offer tactical implications that can be used in Korean medicine hospitals through causal relationship analysis among factors focusing on image improvement. As a result of this study, this study has some practical implications that are as follows. Firstly, medical service quality was summed up to 4 factors such as medical staff, administration service, convenience facilities and medical environment. Secondly, it is necessary to maintain continuous control and improvement activities to medical service quality because medical service quality has effects on image as well as customer satisfaction. Thirdly, in order to increase better image, hospital medical staffs should treat patients kindly and respond their needs promptly. Also it is evitable to keep sufficient and kind explanation, and clean and proper medical examination environment. Fourthly, in terms of total effect, four quality factors had effects on revisit intention through image and customer satisfaction. It shows that Image improvement is serious issue in terms of hospital marketing. Lastly, the present study has some limitations that need additional research in the near future.