외래환자의 고객충성도 예측요인 = Prediction Factors of Customer Loyalty on Outpatients

다국어 초록 (Multilingual Abstract)

Purpose: This study is to identify predictors of customer loyalty on outpatients. The sarnple consisted 200 outpatients who visit the C university hospital in Seoul. Data were collected from September 14. 2009 to October 9. 2009 through self report questionnaire.
Methods: The data were analyzed using factor analysis, partial correlation analysis, one-way ANOVA, and multiple regression analysis with the SPSS for Windows 12.0 program. Three structured instruments were used to collect the data : Medical service quality measurement. Customer loyalty questionnaire. switching barrier questionnaire which were developed by the researcher.
Results: The result of this study are as follows
1) The most important predictor was the medical service quality.
The explartation showed 67.0% for medicall service quality, 63% for switching barrier barrier 4 % and for type of the residency 1% 2) The most irnportant predictor of the Custorner loyalty was the medical service quality. The switching barrier effected it secondly. The general characteristics was affected by the type of the residency. The mean scores of medical service quality(5.23±1.04), switching barrier(5.18±1.04) and customer loyalty(5.l8±1.04) were respectively.
Conclusion: This study has drawn the loyalty in the medical service of outpatients. Further more. This result can be used in the marketing prograrn for getting predominant lasting competition among the hospital.

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 연구의 필요성
• 2. 연구목적
• 3. 용어의 정의
• Ⅱ. 연구방법
• 1. 연구설계
• 2. 연구대상
• 3. 자료수집 방법
• 4. 연구도구
• 5. 자료분석 방법
• Ⅲ. 연구결과
• 1. 대상자의 일반적 특성
• 2. 연구변수의 서술적 통계
• 3. 고객 충성도, 의료서비스 질, 전환장벽 정도
• 4. 대상자의 일반적 특성에 따른 고객충성도
• 5. 고객충성도와 의료서비스 질과 전환장벽과의 관계
• 6. 고객 충성도에 대한 예측변인
• Ⅳ. 논의
• Ⅴ. 결론 및 제언
• 1. 결론
• 2. 제언