KANO 모델 및 PCSI를 활용한 치과병원 서비스 품질 개선에 관한 연구; 종합병원의 치과와 치과전문 병·의원을 중심으로

The purpose of this study is to evaluate priority of the quality improvement of medical services in dental clinics by analyzing the dual quality classification of Kano model and the potential customer satisfaction improvement(PCSI) index. It is aimed to provide basic data of customer marketing and service improvement of dental department of general hospitals and professional dental clinics. Data were input in dual evaluation table of Kano model analysis to classify the quality characteristics, and the satisfaction and dissatisfaction coefficients of Timko(1993) were calculated. In addition, it was measured the present satisfaction level and prioritized improvement of the quality of medical service attributes using the calculation of the PCSI index. The key findings of the study are as follows: In the analysis using the Kano model, 23 quality factors were classified as one-dimentional quality in professional dental clinics and dental department of general hospitals. When the one-dimentional quality elements are satisfied, the satisfaction increased, and the dissatisfaction increases when it is not satisfied. Therefore, continuous management and improvement efforts are required for customer satisfaction management. According to the PCSI index, which shows improvement priorities, the professional dental clinic is more urgent than the dental department of general hospital in terms of human service quality factors such as empathy, reliability, and assurance. Quality factors with low priority of improvement was tangibility in both hospital groups. In order to increase the satisfaction of medical consumers, it is effective to prioritize efforts to improve human service factors such as empathy, reliability, and assurance rather than tangible changes such as introduction of the latest facilities and equipment or expansion of space.