고령소비자의 의료서비스에 대한 소비자지향성 개선 방향 : 2017년 소비자시장평가지표를 중심으로

In this study, it is the goals to analyze on consumer-oriented status of medical service markets for the consumers aged 65 and older and to suggest what factors have priority for consumer-oriented improvement in medical service markets, based on the data from 2017 Korea Consumer Markets Performance Index. For this end, the 110 aged consumers sampling of 2,000 respondents extracted from survey on general hospital service and dental care has been analyzed. The main analysis method is Importance-Performance Analysis(IPA). In this results, the priority variables are ‘expected satisfaction’ and ‘trust’ for aged consumers in medical service markets and then the next priority variable is ‘price’. ‘expected satisfaction’ is affected by various factors such as economic factors, personal factors and environmental factors, etc,.and then ‘trust’ and ‘price’ especially affect on the ‘expected satisfaction’ with strong correlation. Therefore, the effective policy direction on trust and price for aged consumers in medical service markets would be resulted in increasing consumer satisfaction. First, In order for to have a wide variety of aged consumer’s choice for medical services, educational support and policies for resolving information asymmetry are needed. Second, policy support to secure expertise for aged patients in medical cares would enhance consumer trust. Lastly, considering the characteristics of aged consumers with chromic diseases, it is necessary that they are considered by policies to reduce the burden of pharmaceutical expenditure. It is meaningful in that this study can find the factors for aged consumers to establish efficient and systematic policies in the medical service markets based on Korea Consumer Markets Performance index, and can suggest the consumer-oriented improvement direction.