The Effect of Service Expectation and Service Participation on Service Satisfaction in Medical Service

Many research results have been presented to improve service satisfaction of customers in the service industry. This study deals with some dynamic factors such as service expectation, inadequacy of service expectation, and service participation as key factors affecting customer satisfaction. As a research problem of this research, whether service expectation forms a relationship that raises service satisfaction by inducing service participation, and whether the inadequacy of the service expectation that is perceived before and after actual service effect affects service satisfaction. In particular, foreign patients visiting Korea to use medical services are expected to participate actively in the treatment activities with high expectation of services. Some analysis results of examining the data of 222 patients were found as follows, customer service participation had a positive effect on the satisfaction of medical service, and customer expectation of medical service played a positive role in customer service participation. In addition, service expectation inadequacy plays a negative role in the participation of the service, and it is confirmed that the service satisfaction is also a negative factor. Therefore, in order to increase the satisfaction of the medical service, it is suggested that the service participation expectation should be increased while the inadequacy of service expectation is reduced to increase the service participation of the customer.