본 연구에서는 중소병원의 웹서비스품질의 구성요소들을 발견하고, 웹서비스품질, 사용자만족, 재이용의도, 구전의도간의 인과관계를 신뢰와 몰입이라는 조절변수를 고려하여 확인하고자 하였다. 일반적으로 고객만족은 신뢰와 몰입과 같은 관계요인과 관련이 있으며 이들 요인은 고객과의 장기적인 거래관계를 결정짓는다. 본 연구결과를 보면 중소병원 홈페이지의 서비스품질 요인은 용이성, 의료정보, 심미성, 안전성의 네 가지 차원으로 요약될 수 있으며, 심미성을 제외한 나머지 요인들은 사용자만족, 재이용의도, 구전의도에 직간접적을 영향을 미치고 있었다. 본 연구에서는 관계요인들이 사용자만족과 재이용의도, 구전의도 사이에서 조절적 변수로 중요한 역할을 하고 있음을 발견하였고, 이를 통하여 병원서비스마케팅 관점에서 병원홈페이지 구축과 관련하여 몇 가지 중요한 시사점을 제시하고자 하였다.

This study is designed to explore web service quality factors in medium and small size hospital homepage and relationship among web service quality, user satisfactions, reuse intent and word of mouth in consideration of moderating variables such as trust and commitment. In this study we found that user satisfaction is related to relationship factors (trust and commitment) which can decide long-term relationship with customers. Through this study, we also found that web service quality of medical homepage consists of four factors such as ease of use, medical information, system security, web design. And these factors excluding web design affect user satisfactions, reuse intent and word of mouth directly or indirectly. In this study, we also found that relationship factors play an important role as moderating variables among user satisfaction, reuse intention and word of mouth, and in terms of hospital service marketing, we intended to offer several significant implications in relation with building up web homepage.

This study is designed to explore web service quality factors in medium and small size hospital homepage and relationship among web service quality, user satisfactions, reuse intent and word of mouth in consideration of moderating variables such as trust and commitment. In this study we found that user satisfaction is related to relationship factors (trust and commitment) which can decide long-term relationship with customers. Through this study, we also found that web service quality of medical homepage consists of four factors such as ease of use, medical information, system security, web design. And these factors excluding web design affect user satisfactions, reuse intent and word of mouth directly or indirectly. In this study, we also found that relationship factors play an important role as moderating variables among user satisfaction, reuse intention and word of mouth, and in terms of hospital service marketing, we intended to offer several significant implications in relation with building up web homepage.

web-site quality, user satisfaction, trust, commitment