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논문검색

마케팅믹스에 대한 고객만족이 신뢰 및 관계몰입에 미치는 영향

원문정보

Influence of Patient's Satisfaction to Marketing Mix on Trust and Relationship Commitment

유현식, 지재훈, 김원중, 최현주, 김광, 방기현, 이선찬, 조희정

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초록

영어

This study classifies the marketing mix of LASIK eye surgery clinics into 7Ps, examines the influence of each factor of 7Ps(product, place, price, promotion, process, people and physical evidence) on customer satisfaction, and investigates the effect of customer satisfaction on trust and relationship commitment. Survey of 500 patients who received surgeries in 3 eye clinics in Busan area was conducted through self-administered questionnaires, and, with this data, path analysis was performed to estimate the study model. Main result showed that, among 7Ps, product, price, promotion, people and physical evidence had significant positive effect on customer satisfaction which, in turn, had significant positive effect on trust and relationship commitment. Also, it was found that trust positively affected relationship commitment. This result would be considered helpful in medical institution's efforts to establish trust on customer satisfaction and maintain relationship commitment. It also implies that, in order to enhance competitiveness in increasingly competitive medical market, establishment of proper marketing strategy is urgently required where the determinants of customer satisfaction are effectively administered and ultimate relationship commitment of customers based on trust can be maintained and enhanced.

목차


 Ⅰ. 서론
 Ⅱ. 연구 방법
  1. 실증연구의 모형 및 가설
  2. 연구대상자 및 자료 수집
  3. 측정도구의 타당성 및 신뢰성
  4. 변수의 정의
  5. 자료분석방법
 Ⅲ. 연구결과
  1. 연구대상자의 일반적인 특성
  2. 주요 변수들 간의 상관관계
  3. 모형의 검증
 Ⅳ. 결론 및 제언
 REFERENCES

저자정보

  • 유현식 Hyun-Sik Yoo. 인제대학교 보건대학원
  • 지재훈 Jae-Hoon Ji. 동의과학대학교 의무행정과
  • 김원중 Won-Joong Kim. 인제대학교 보건행정학과
  • 최현주 Hyun-Ju Choi. 인제대학교 대학원 보건학과
  • 김광 Kwang Kim. 고신대학교 대학원 보건과학과
  • 방기현 Ki-Hyeon Bang. 동의과학대학교 의무행정과
  • 이선찬 Sun-Chan Yi. 고신대학교 대학원 보건과학과
  • 조희정 Hee-Jung Cho. 부산과학기술대학교 의무행정과

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자료제공 : 네이버학술정보

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