earticle

영어

This study provides strategic implications that can be used in Korean medicine hospitals through analysis of causal relationship among factors focusing on service quality, image improvement and relationship productivity and quality building. As a result of this study, it has some theoretical implications that are as follows. First, service quality of Korean medical hospital could be divided into four factors such as medical staff, administration service, medical facilities, and subsidiary facilities. Second, medical service quality has positive effects on image, but it never has direct effects on customer satisfaction. Third, image had a positive effect on customer satisfaction. Fourth, image and customer satisfaction had positive effect on relationship quality, but it did not have an effect on reuse intention. They could have indirect effects on reuse intention just only through relationship quality. Fifth, in the viewpoint of total effect, medical staff and medical facilities in the medical service quality had positive effects on customer satisfaction, relationship quality, and reuse intention. Lastly, based on previous study and analysis result, we presented that relationship quality played a mediating role between image and reuse intention, and between customer satisfaction and reuse intention. This study suggests some practical implications that are as follows. First, it is necessary to maintain continuous improvement activities to medical service quality and productivity. Because medical service quality has meaningful effect on customer satisfaction, image improvement, relationship building. Second, hospital medical staff should treat patients kindly and respond their needs promptly. In order to increase better image, it is evitable to keep sufficient and kind explanation, and clean and proper medical examination environment. Third, it is necessary to plot plans to strengthen relationship formation with customers. This is because the proper attachment of factors such as satisfaction, image and quality of relationship is relatively stronger. Lastly, there is a correlation between relationship immersion with customer and loyalty intention. Therefore, it is important to make an effort for customer to have attachment for oriental medicine by means of public relations and marketing activities. The study has some limitations that need additional research in the future. First, the present research was based on the result of questionnaire survey, and it is necessary to research focusing on strategic medical service. Third, the following research should include direct factors for the associated customers of oriental medicine hospitals.