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논문검색

병원 서비스 체험요소가 고객과의 관계 및 우호적 구전에 미치는 영향 : 자기결정성의 조절효과를 중심으로

원문정보

The Effects of Hospital Service Experience Elements on Customer Relationship and Favorable Word-of-Mouth : Focused on the moderating effect of self-determination

장태용, 우승균

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초록

영어

The purpose of this study is to classify the experience elements of hospitals into 4 aspects and to examine whether each experience affects the quality of relationship between the hospital and customer, relationship commitment, and positive word-of-mouth. Based on the results of this self-determination moderating effect, this study intends to explore the implications of research in implementing proper medical service experience composition and customer relationship marketing. As the results, behavioral experience elements showed significant effects on the relationship quality and commitment. In addition, these experience elements showed a positive effect on word-of-mouth through the medium of relationship quality and commitment. As a result of analyzing the moderating effect of selfdetermination by classifying 2 groups, self-determination showed a moderating role as the more self-determined group showed a greater influence on positive word-of-mouth than the less self-determined group.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 병원 서비스 체험요소
2. 관계의 질
3. 관계결속
4. 우호적 구전
5. 자기결정성
Ⅲ. 연구설계
1. 연구가설의 설정
2. 연구모형
Ⅳ. 성과분석
1. 변수의 조작적 정의
2. 자료수집 및 분석방법
3. 표본의 인구 통계적 특성
4. 측정도구의 신뢰성 및 타당성 검증
5. 연구가설 검증 및 분석
Ⅴ. 결론
참고문헌

저자정보

  • 장태용 Taeyong Jang. 동아대학교 경영문제연구소 특별연구원
  • 우승균 Seungkyun Woo. 부산대학교 취업전략과 강사

참고문헌

자료제공 : 네이버학술정보

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