지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Medical institutions are important to develop and maintain enduring relationship with medical serviceconsumers. So, this research aims to find out the effect of medical service consumers' perception of relationalbenefits on relationship quality and behavioral intention.
On the basis of the literature review, the research model is established. This research has been done throughthe survey utilizing medical service consumers in Gangwondo, and the effective 368 questionnaires are tested forthe research model.
The main findings are as follows. First, among 5 key dimensions of relational benefits, psychological,customization, economic, and information benefits except social benefits have significant effects on relationshipsatisfaction. Also, medical institutions type and medical service consumers type as moderating variables areincluded concurrently, and the significant differences are found in other 4 benefits except relationship betweensocial benefits and relationship satisfaction.
Second, relationship satisfaction relates positively to relationship commitment and behavioral intention. But the normative commitment, one of 3 key dimensions of relationship commitment, has no significant effects onrecommendation to others.
Third, the revisit intention has significant effect on recommendation to others.
Finally, the findings reveal that the overall goodness fit index of the model is comparatively good and modelset in this research is significant.
At the end of the research, managerial implications, limitations and future research directions are suggested.
목차
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참고문헌 (30)
참고문헌 신청
Allen, N. J. / 1990 / The Measurement and Antecedents of Affective, Continuance, and Normative Commitment to the Organization / Journal of Occupational Psychology 63 (1) : 1
Anderson, Erin M. / 1992 / The Use of Pledges to Build and Sustain Commitment in Distribution Channels / Journal of Marketing 29 (2) : 18 ~ 34
Berry, L. L. / 1983 / Relationship marketing emerging perspectives on services marketing / The Free Press
Berry, Leonard L. / 1995 / Word of Mouth: The Indirect Effects of Marketing Efforts / Journal of Advertising Research : 31 ~ 39
C. H. Lovelock / 1983 / Classifying Services to Gain Strategic Marketing Insight / Journal of marketing 47 (Summer) : 9 ~ 20
Anderson, Erin M. / 1992 / The Use of Pledges to Build and Sustain Commitment in Distribution Channels / Journal of Marketing 29 (2) : 18 ~ 34
Berry, L. L. / 1983 / Relationship marketing emerging perspectives on services marketing / The Free Press
Berry, Leonard L. / 1995 / Word of Mouth: The Indirect Effects of Marketing Efforts / Journal of Advertising Research : 31 ~ 39
C. H. Lovelock / 1983 / Classifying Services to Gain Strategic Marketing Insight / Journal of marketing 47 (Summer) : 9 ~ 20
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