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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제4호
발행연도
2019.1
수록면
67 - 76 (10page)

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Purpose - This study attempted to construct and validate a structural model of the relationship between the quality of medical services, perceived risk, reputation and customer satisfaction, which is the main concept of the relationship between large hospitals as well as small and medium hospitals and medical consumers. Through this verification, the small and medium hospitals are to find the way for wise coping in competitive situation with large hospitals. Research design, data, and methodology - This research developed a hypothesis by constructing a structural equation that reaches the satisfaction and the relationship between reputation of perceived risk and perceived risk of service quality perceptions of customers of small and medium hospitals. Research data were collected through a questionnaire survey of respondents who had medical service experience from small and medium hospital. A total data of 252 respondents were used as the sample for the final analysis and analyzed using SPSS 23.0 and AMOS 23. Results - As a result, the relationship of quality of medical service, reputation, and customer satisfaction among small and medium hospitals was consistent with the results of precedent studies, and the perceived risk has a significant impact on reputation, so the greater the perceived risk, the higher the preference for reputable medical institutions as large hospitals. In addition, it was found that the direct route from perceived risk to customer satisfaction was not significant, and reputation was found to have a full mediating effect on perceived risk and customer satisfaction. Customers who use small and medium hospitals prefer to use reputable medical institutions if their perceived risk is high, which is different from risk perception when specific targets are specified. Conclusions - In terms of the effect from customer satisfaction, not only the path of perceived risk → reputation → customer satisfaction, but also the quality of service quality → reputation → customer satisfaction. These findings suggest that small and medium hospitals are appropriately responding to competition with large hospitals, rather than focusing on the perceived risks and reputation

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참고문헌 (39)

참고문헌 신청
Alrubaiee, L. / 2011 / The Mediating Effect of Patient Satisfaction in the Patientsʼ Perceptions of Health Quality-Patient Trust Relationship / International Journal of Marketing Studies 3(1):103~127 google schola Blackwell, R. D. / 2006 / Consumer Behavior / Thomson Higher Education google schola Campbell, M. C. / 2001 / The moderating effect of perceived risk on consumers'evaluations of product incongruity / The Journal of Consumer Research 28(3):439~449 google schola Cronin, J. J. Jr. / 1992 / Measuring Service Quality: A Reexamination and Extension / Journal of Marketing 56:55~68 google schola Cronin, J. J. Jr. / 1994 / SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions minus expectations measurement of service quality / Journal of Marketing 58:125~131 google schola

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