의료소비자, 서비스 및 시장 특성요인과 고객충성도와의 관계 분석 -1개 중소도시의 의료이용 경험자를 대상으로- (How Are Consumers, Service and Market Factors Related to Customer Loyalty in Medical Service? -Targeting the Medical Consumer in a City-)

서지정보

· 발행기관 : 대한예방의학회
· 수록지 정보 : 예방의학회지 / 41권 / 5호 / 315 ~ 322페이지
· 저자명 : 이선희, 김현미, 김주혜, 하귀염

초록

Objectives : This study was performed to explore
customer royalty and the related factors.
Methods : 900 households(a 1% sample) were randomly
selected from the total population of K city located in
Kangwon province. An interview survey was performed with
using a structured questionnaire for the subjects(923
persons) who had used medical service during the year
before the survey, and the survey was done September,
2002.
Results : When comparing the relating factors related
with customer royalty according to the sociodemographic
characteristics, the older group showed a significantly
higher level of recognition for service quality, service
reputation, internal customers>attitudes and switching
cost. The lower income group showed a higher level of
recognition for service quality, service image and switching
cost. The lower educated group showed a higher level of
recognition for service reputation, service image and
internal customers>attitudes. The higher educated group
showed a higher level of recognition for perceived risk, and
seeking variety. In addition, the expert group or the service
and manufacturing workers group showed a higher level of
recognition for service involvement. On multiple regression
analysis, internal customers>attitudes, service image,
service reputation, service quality, switching cost, and
substitutability showed significant relations with customer
loyalty.
Conclusions : This study showed that customer loyalty
was significantly influenced by service factors like internal
customers>attitudes, service image, service reputation,
and service quality, and by market factors like switching
cost, and substitutability. The results of this study can be
used as a baseline for developing strategies to create and
keep customers with high loyalty.

영어초록

Objectives : This study was performed to explore
customer royalty and the related factors.
Methods : 900 households(a 1% sample) were randomly
selected from the total population of K city located in
Kangwon province. An interview survey was performed with
using a structured questionnaire for the subjects(923
persons) who had used medical service during the year
before the survey, and the survey was done September,
2002.
Results : When comparing the relating factors related
with customer royalty according to the sociodemographic
characteristics, the older group showed a significantly
higher level of recognition for service quality, service
reputation, internal customers>attitudes and switching
cost. The lower income group showed a higher level of
recognition for service quality, service image and switching
cost. The lower educated group showed a higher level of
recognition for service reputation, service image and
internal customers>attitudes. The higher educated group
showed a higher level of recognition for perceived risk, and
seeking variety. In addition, the expert group or the service
and manufacturing workers group showed a higher level of
recognition for service involvement. On multiple regression
analysis, internal customers>attitudes, service image,
service reputation, service quality, switching cost, and
substitutability showed significant relations with customer
loyalty.
Conclusions : This study showed that customer loyalty
was significantly influenced by service factors like internal
customers>attitudes, service image, service reputation,
and service quality, and by market factors like switching
cost, and substitutability. The results of this study can be
used as a baseline for developing strategies to create and
keep customers with high loyalty.

참고자료

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