의료서비스의 관계품질에 관한 연구

This study was conducted to verify the mediating effect of relationship quality in the effects of medical service quality facilities and environment, medical professional expertise, medical person-patient interaction and customer orientation on reuse intention and word of mouth intention. As a result of hypothesis verification, only the effect of facilities and environment on relationship quality was not significant. The professionalism of medical personnel in medical service quality, interaction between medical personnel and patients, and customer orientation had a positive effect on relationship quality. Relationship quality had a positive effect on reuse intention and word of mouth intention. According to the research results, practical implications from a hospital's relationship marketing perspective are as follows. First, the patient evaluated the hospital's professionalism by reputation. The patient suggested that hospital reputation management was necessary. Second, from a customer's perspective, the hospital's expertise depends on experience, emergency response ability, and competent service provision. Third, in order for the hospital to form a good image for the patient, it is necessary to increase the interaction between medical personnel and patients. To this end, it is necessary to consider time and effort for the patient. Fourth, customer orientation starts from responding from the customer's point of view. You must respond kindly and quickly. You have to care for your customers and respect them. Prepared response to customer needs is necessary, and must be met with a joyful heart. Fifth, in order to increase the patient's intention to reuse hospitals and positive word of mouth, efforts to improve the quality of relations related to medical services are needed.