의료서비스 실패와 회복 후 만족이 신뢰와 행동의도에 미치는 영향 - 일본인 의료 관광객을 중심으로 - = A Study for the Effect of Medical Service Failure and Recovery on Medical Tourist Trust and Behavioral Intention -Focused on Japanese Medical Tourist-

다국어 초록 (Multilingual Abstract)

This research was conducted to explore the factors that cause medical tourists' dissatisfaction, and find ways to solve the tourists' problems by researching on the relationship between the service recovery and the failure of medical services. Also, the research has put more emphasis on establishing marketing strategies that enable Japanese medical tourists to actively visit Korea, and finding out the effects that the medical tourists satisfaction and trust have on their behavioral intentions, recommendations, and positive feedbacks.
The summary of the research analysis results as follows. First, the service recovery after the service failure has positive influences on the medical tourist's satisfaction. Second, the service recovery has proven its positive influences on the tourists' trusts and behavioral intentions. Third, the satisfaction of the service recovery has built the mutual trust between the tourists' and the medical center, and this has positive influences on the customer's behavioral intentions. Finally, the research was conducted to analyze the moderating effects on the relationship between the service recovery and the recovery satisfaction. It was found that the medical service failure recognition type has proven no moderating effects.

국문 초록 (Abstract)

본 연구는 의료 관광객의 불만을 야기시킬 수 있는 요소를 밝혀내고, 이를 근원적으로 보완할 수 있는 방법을 모색하기 위해 의료 서비스 실패 유형이 회복 수단과 어떠한 상관관계를 가지며 의료 관광객의 신뢰의 형성, 더 나아가 신뢰의 형성을 바탕으로 재이용, 추천, 긍정적 구전의도와 같은 행동의도에까지 어떠한 영향을 미치게 되는가를 규명하여 의료 관광객 관리의 중요성을 시사하며 의료 관광 활성화를 위한 효과적인 마케팅 전략을 수립하고자 하였다. 연구의 주요 분석 결과를 요약하면 다음과 같다. 첫째, 서비스 실패에 대한 서비스 회복은 회복 후 만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 회복 후 만족은 신뢰와 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 회복 후 만족에 의한 신뢰의 형성은 행동의도에 긍정적인 영향을 미치는 것으로 나타났으며 마지막으로, 서비스 회복과 회복 후 만족과의 관계에서 의료 서비스 실패의 조절효과를 분석하였고, 의료 서비스 실패 인지유형은 조절효과를 갖지 못하는 것으로 나타났다.

참고문헌 (Reference)

1 차부근, "호텔관계마케팅의 영향요인과 요인간의 관계모델 구축에 관한 연구" 한국산업경제학회 13 (13): 259-291, 2000

2 장태선, "항공사의 서비스 실패와 회복이 고객만족에 미치는 영향" 대한관광경영학회 18 (18): 11-202, 2003

3 김형순, "항공사의 서비스 실패 및 회복노력이 서비스 접점의 고객만족에 미치는 영향" 한국경영과학회 29 (29): 95-116, 2004

4 조구현, "한국 의료관광(Medical Tourism) 활성화 방안에 관한 탐색적 연구" 한국호텔외식경영학회 15 (15): 189-203, 2006

5 김 세 영, "중국의 경제성장과 수출간의 인과관계 분석" 한국동북아경제학회 19 (19): 73-90, 2007

6 김미라, "의료서비스에 대한 소비자만족에 영향을 미치는 요인" 한국소비자학회 15 (15): 111-132, 2004

7 한국경제, "의료관광 가파른 성장…`고부가 산업`으로 뜬다"

8 정현영, "서비스 회복이 고객만족과 행동의도에 미치는 영향에 관한 연구" 청주대 2000

9 하대용, "서비스 실패와 회복에 관한 연구" 23 (23): 103-123, 2000

10 이상미, "관여에 따른 서비스회복공정성이 고객만족과 행동의도에 미치는 영향" 한국호텔외식경영학회 16 (16): 83-101, 2007

11 고순화, "가상적 상황에서 의류제품에 대한 서비스회복이 고객만족과 구매 후 행동의도에 미치는 영향" 한국소비자학회 18 (18): 49-69, 2007

12 Kelley, S. K, "Typology of Retail Failures and Recoveries" 69 (69): 429-452, 1993

13 Bell,C,R, "Turning Disappointment into Customer Delight" Editor and Publisher 38-48, 1994

14 Donabedian,A, "The Quality of Care : How Can It Be Assessed?" 260 (260): 1743-1748, 1988

15 Babbie,E, "The Practice of Social Research" Wadsworth 1995

16 Zeithaml, V, "The Nature and Determinants of Customer Expectations of Service" 21 : 1-12, 1996

17 Smith J. B, "The Effect of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships" 61 : 3-21, 1997

18 Morgan, R. M, "The Commitment-Trust Theory of Relationship Marketing" 58 : 20-38, 1994

19 Hayduk,L.A, "Structural Equation Modeling with LISREL:Essentials and Advances" Johns Hopkins University Press. 1987

20 Bentler, P. M, "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures" 88 : 588-606, 1980

21 Spreng, R. A, "Service Recovery: Impact on Satisfaction and Intentions" 9 (9): 15-23, 1995

22 Zemke, R, "Service Recovery: Doing it Right The Second Time" 42-48, 1990

23 Normann,R, "Service Management" John Wiley & Sons Ltd. 23-25, 1994

24 Johnston,R, "Service Failure and Recovery: Impact, Attitude and Process" 4 : 211-228, 1995

25 Heskette, J. L, "Service Breakthroughs: Changing the Rules of The Game" Free Press 1990

26 Bell. C, "Service Breakdown The Road to Recovery" Management Review 32-35, 1987

27 Bearden, J. C, "Selected Determinants of Customer Satisfaction and Complaint Report" 20 : 21-28, 1983

28 Cronin, J, "SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality" 58 : 125-131, 1994

29 Gilly,M.C, "Post Complaint Processes:From Organization Response to Repurchase Behavior" 21 (21): 292-312, 1987

30 Oliver R.L, "Measurement and Evaluation of Satisfaction Process in Retailing Setting" 57 (57): 25-48, 1981

31 Joreskog, K. G, "LISREL 7: A Guide to the Program and Applications" SPSS 1989

32 Fornell,C, "Issues in the Application of Covariance Structure Analysis: A Comment" 9 : 443-448, 1983

33 John,J, "Improving Quality through Patient-provider Communication" 11 (11): 32-156, 1991

34 Goodrich,J.N, "Health-care Tourism:An Exploratory Study" 8 (8): 217-222, 1987

35 Reidenbach. R. E, "Exploring Perceptions of Hospital Operations by a Modified SERVQUAL Approach" 10 (10): 47-66, 1990

36 Fornell, C, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 1981

37 Ganesan,S, "Determinants of Long-term Orientation in Buyer-seller Relationship" 58 : 1-19, 1994

38 Goodwin, C, "Consumer Responses to Service Failures:Influence of Procedural and International Fairness Perceptions" 25 : 149-163, 1992

39 Prince, L, "Commercial Friendship: Service Provider-Client Relationship in Context" 63 : 38-56, 1999

40 Kelley, S, "Antecedents to Customer Expectations for Service Recovery" 22 (22): 1994

41 Doney, P. M, "An Examination of the Nature of Trust in Buyer-seller Relationships" 61 : 35-51, 1997

42 배병렬, "Amos 7에 의한 구조방정식 모델링-원리와 실제-" 청람출판사. 2007

43 Etezadi-Amoli, J, "A Structural Model of End User Computing Satisfaction and User Performance" 30 : 65-73, 1996

44 Smith, A, "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery" Marketing Science Institute 98-100, 1998

45 Etzel, M, J, "A Managerial Perspective on Directions for Retail Customer Dissatisfaction Research" 57 : 124-136, 1981

46 Labarbera, P. A, "A Longitudial Assessment of Customer Satisfaction/Dissatisfaction: The Dynamic Aspect of Cognitive Process" 20 : 393-403, 1983

47 Oliver R.L, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision" 17 : 460-469, 1980

48 Lewis, J, ""Trust as a Social Reality" 63 : 967-985, 1985