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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제19권 제2호
발행연도
2016.4
수록면
15 - 31 (17page)

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Purpose: The goal of the present research is to identify common and different factors that lead to greater consumer satisfaction and revisit intention on medical service (e.g., seeing a doctor for illness or having any related medical tests) in China and Korea. Although much research explored Chinese consumers’ reaction to medical services in Korea, very little attention was given to their reaction to medical service in China. Based on the survey among medical consumers in these two countries, we identified dimensions of service quality for medical service and compared the effect of these dimensions on Chinese and Korean consumers’ satisfaction and revisit intention. Hence, the findings of this research provide useful insights for Korean medical service providers who consider entering Chinese medical market. Research design, data, and methodology: This research used a survey questionnaire to compare differences between Chinese and Korean participants in terms of relevant factors to evaluate medical service. Factor analysis, t-test, Chi-square analysis, and multiple regression analyses were used to analyze the differences between Chinese and Korean participants’ evaluation of medical service. Results: The results revealed that different factors have influence on evaluation of the two groups of medical consumers. In particular, we found that Korean consumers were less likely to care about the size of hospitals than Chinese consumers. Furthermore, the perceived price appropriateness had positive impact on Koreans’ satisfaction and revisit intention. In addition, they were satisfied with the price of medical service of small than large size hospitals. Unlike Korean consumers, however, Chinese consumers showed greater satisfaction with large than small size of hospitals. Furthermore, favorable evaluation on service process was not effective factor to increase their revisit intention. Instead, Chinese consumers took indirect factors into account, such as size and reputation of hospitals. Accordingly, these factors had significant influence on their satisfaction and revisit intention. Conclusions: The present research provides useful insights for those who consider entering Chinese medical industry and extend its presence in distribution in medical industry. One of the major implications drawn from the finding is that a large size hospital with excellent reputation would be more likely to appeal to Chinese consumers who value for upscale medical service at premium price.
#Medical tourism #Chinese consumers #Service quality #Reputation #Medical industry #Distribution management

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참고문헌 (74)

참고문헌 신청
Aaker, J. L / 2000 / Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes / Journal of Consumer Research 26(4):340~357 google schola Aaker, J. L / 1997 / The Effect of Cultural Orientation on Persuasion / Journal of Consumer Research 24(3):315~328 google schola Babakus, E / 1992 / Adapting the Servqual Scale to Hospital Services : An Empirical Investigation / Health services research 26(6):767~786 google schola Billinghurst, B / 1993 / Why Do Patients Change Their General Practitioner? A Postal Questionnaire Study of Patients in Avon / The British Journal of General Practice 43(373):336~338 google schola Biswas, A / 1991 / Contextual Effects of Reference Prices in Retail Advertisements / Journal of Marketing 55(3):1~12 google schola

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