미용성형수술환자의 병원선택요인과 만족도에 대한 연구

인은희 한양대학교 행정대학원 2003 국내석사

본 연구의 목적은 미용성형수술을 받고자 내원하는 환자들을 대상으로 병원선택요인과 만족도를 알아보고 선택요인이 전반적인 병원의 만족, 재이용의사 및 타인권유 의사에 미치는 영향을 알아보아 미용성형수술환자의 만족도를 높이는 방안에 대해 연구하여 고객관리에 활용하는 기초 자료로 제공하고자 하는데 있다. 연구의 대상은 2003년 2월 18일 ~ 3월 28일 40일 동안 서울에 소재하는 700병상의 일 대학병원 성형외과에 내원하는 미용성형수술을 원하는 환자를 대상으로 구조화된 자가 보고식 설문지를 통해 자료를 수집하였다. 연구도구로 일반적 특성에 관한 사항 9문항, 미용성형관련특성에 관한 사항 16문항, 병원선택요인 26문항, 만족도에 관한 사항 25문항과 전반적인 만족을 묻는 1문항, 재이용 의사를 묻는 1문항, 타인권유 의사를 묻는 1문항을 5점의 Likert척도로 측정하였다. 자료분석은 SPSS(ver 8.0) 통계프로그램으로 전산통계 처리하여 실수, 백분율, t-검증, F-검증(analysis of variance, ANOVA), Duncan's Multiple Range test, Pearson's Correlation Coefficient, Stepwise multiple regression을 통해 분석하였다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 미용성형수술 대상자의 병원선택요인별 점수는 5점 척도를 기준으로 직원의 친절성이 3.39, 병원시설과 환경의 쾌적성의 점수는 3.28, 의료기술의 전문성과 신뢰성의 점수는 3.02, 이용절차의 편리성의 점수는 2.87, 접근의 용이성의 점수는 2.76, 대인관계요인의 점수는 2.69 순으로 나타났다. 둘째, 미용성형수술 대상자의 병원 만족도 점수는 5점 척도를 기준으로 직원의 친절성이 3.84, 의료기술의 전문성과 신뢰성이 3,71, 병원시설과 환의 쾌적성이 3.49, 이용절차의 편리성이 3.23의 순으로 나타났으며 외래이용 만족도는 3.60을 나타냈다. 병원이용 전반적인 만족도는 3.75이었으며 재이용 의사는 3.84, 타인권유 의사는 3.81로 다소 높은 만족도를 보이고 있었다. 셋째, 대상자의 일반적 특성에 따른 병원선택요인에 대한 차이검증 결과 통계적으로 유의하지 않았다. 미용성형관련특성에 따른 병원선택요인에 대한 차이검증결과 수술에 대한 기대정도에서 '매우 좋을 것이다' 라고 응답한 대상자에서 병원선택점수가 높았으며 통계적으로 유의한 차이가 있었다. 넷째, 일반적 특성에 따른 병원만족도에 대한 차이검증 결과 병원까지의 거리가 2시간 이상인 대상자의 경우에 만족도가 높은 것으로 나타났으며 통계적으로 유의한 차이가 있었다. 미용성형관련특성에 따른 만족도에 대한 차이검증결과 대상자의 수술에 대한 기대정도, 수술에 대한 가족의 반응, 수술비용, 타병원 사전방문횟수에서 유의한 차이가 있었다. 즉 수술에 대한 기대가 좋았던 경우 만족도가 높은 것으로 나타났으며 수술에 대한 가족의 반응이 긍정적인 경우 만족도가 높았다. 수술비용 면에서는 비싸다고 생각하는 경우에서 만족도가 낮았으며 타병원 상담횟수가 1회 있었던 대상자에서 만족도가 높았다. 다섯째, 병원선택요인과 외래이용 만족도, 병원이용 전반적 만족도, 재이용 의사, 타인권유 의사간에 통계적으로 유의한 순 상관관계를 나타냈다. 여섯째, 병원 선택요인 영역 중 외래이용 만족도에 영향을 미치는 변수는 직원의 친절성, 이용절차의 편리성 , 병원시설과 환경의 쾌적성, 접근의 용이성 순으로 유의한 영향을 주는 변수이고, 접근의 용이성은 역의 영향을 주는 변수이며 이들이 종속변수에 대한 설명력은 25.2%이었다. 병원 선택요인 영역 중 병원이용 전반적 만족도에 영향을 미치는 변수는 의료기술의 전문성과 신뢰성, 병원시설과 환경의 쾌적성, 접근의 용이성 순으로 유의한 영향을 주는 변수이고, 접근의 용이성은 역의 영향을 주는 변수이며 이들이 종속변수에 대한 설명력은 23.0%이었다. 병원선택요인 영역 중 재이용 의사에 영향을 주는 변수는 직원의 친절성, 의료기술의 전문성과 신뢰성, 접근의 용이성 순으로 유의한 영향을 주는 변수이고, 접근의 용이성은 역의 영향을 주는 변수이며 이들이 종속 변수에 대한 설명력은 25.3%이었다. 병원선택요인 영역 중 타인권유 의사에 영향을 미치는 변수는 직원의 친절성, 의료기술의 전문성과 신뢰성, 접근의 용이성 순으로 유의한 영향을 주는 변수이고, 접근의 용이성은 역의 영향을 주는 변수이며 이들이 종속 변수에 대한 설명력은 26.7%이었다. 결론적으로 첫째, 의료기관의 모든 종사자들은 주인의식과 고객 지향적 사고를 가지고 환자를 가족같이 생각하면서 충분한 설명과 정성어린 친절서비스를 제공하여야 할 것이다. 둘째, 최소한의 절차로 환자들의 불편함을 줄여주고 대기시간을 단축시킴으로 환자의 만족도를 증가시키기 위해 병원 정보화시스템의 구축, 예약제도의 강화, 예약시간의 준수, 원무과의 분산, 신속한 업무처리능력의 향상, 타과와의 협조체계 구축, 고객중심의 직원마인드 함양 등이 실행되어야 할 것이다. 셋째, 수술대상자 뿐만이 아니라 함께하는 보호자들에게도 세심한 배려가 되어야 할 것이며 이를 위해 신선한 마케팅전략이 필요하며 충분한 대기 공간과 환경 등 의료외적 서비스가 잘 갖추어져야 할 것이다. 넷째, 전 지역을 마케팅 대상으로 의료소비자들의 수요변화를 면밀히 검토하여 타 기관과 차별화를 이룰 수 있는 전략수립이 필수적이며 의료기술 서비스의 향상을 위해 지속적인 질 관리활동 및 주기적으로 진료결과를 평가해야 할 것이다. 다섯째, 정기적인 환자의 요구도 조사를 시행하여 진료과목별 선택요인과 만족도를 알아보아 환자가 원하는 것과 의료기관에서 부족한 부분을 찾아 보완하여 고객관리에 활용하는 기초 자료로 제공하여야 할 것이다. The purposes of this study are to know the factors that make patients who want to take cosmetic surgery select clinics, to examine extent of satisfaction with clinics, to know how selection factors influence patients' overall satisfaction with clinics, patents' revisit-intent , patients intent to recommend those clinics to others, finally, to study plans for increasing cosmetic-surgery-patients' satisfaction, and to offer basic data to be used for customer-management. Study subjects were patients who visited the plastic surgery department of a university hospital that has about 700 beds, to take cosmetic surgery. The examination was carried out from February the 18th, 2003 to March the 28th, for 40 days, using a questionnaire structured with self-report type. The questionnaire consisted of 9 questions asking general traits, 16 quest ions asking cosmetic surgery-related traits, 26 quest ions asking hospital-selection factors, 25 questions asking patents' satisfaction extents, 1 question asking patents' overall satisfaction extents, 1 question asking patients' revisit intent, 1 question asking patents' intent to recommend hospitals to other patients, those questions and answers were scored with Likert Summated Rating Method(5-scale). Collected data were analyzed with SPSS(ver 8.0) program, and frequency, percentage, t-test, F-test(analysis of variance, ANOVA), Duncan's Multiple Range test, Pearson's Correlation Coefficient, and Stepwise multiple regression were used in analysis. Study results are summed up as follows; First, scores of cosmetic surgery patients' hospital-selection factors, according to the standard of 5 point-scale are as follows; the personnel's kindness was 3.39 points, amenity of hospital facilities and other environments was 3.28 points, specialty of medical technology and reliability was 3.02 points, convenience of use process was 2.87 points, availability was 2.76, human relationship factor was 2.69 points. Second, scores of cosmetic surgery patients' hospital-satisfaction factors, according to the standard of 5 point-scale are as follows; the personnel's kindness was 3.84 points, specialty of medical technology and reliability was 3.71 points, amenity of hospital facilities and other environments was 3.49 points, conveience of use process was 3.23 points, outpatients' use satisfaction was 3.60 points, patients' extent of overall satisfaction about hospital use was 3.75 points, patients' revisit intent was 3.84 points, patents' intent to recommend the hospital to other patients was 3.81 points, as a whole, the contentment extents were relatively high. Third, the test of differences shown by examinees' general traits and hospital selection factors proved that any statistically meaningful differences were not shown. The test of differences shown by cosmetic surgery-related traits and hospital-selection factors proved that the hospital-selection score of patients who answered that plastic operation results would be very satisfactory was high, also, a statistically meaningful difference was shown. Fourth, the test of hospital-satisfaction differences shown by examinees' general traits proved that the hospital-satisfaction score of patients whose commute takes more than 2 hours was high, also, a statistically meaningful difference was shown. The test of contentment-extent differences by cosmetic surgery-related traits proved that meaningful differences were shown in patients' expectation extents toward cosmetic surgery, their family's reactions, operation costs, and frequency of visiting other hospitals. In other words, in cases that patients' expectation toward cosmetic surgery was positive, satisfaction extent was high. In case that their families reacted affirmatively, satisfaction extent was high. In cases that patients thought that operation was expensive, satisfaction extent was low. The satisfaction extent of patients who consult in other hospitals once was high. Fifth, net positive correlation was shown relations among hospital-selection factor, outpatients' satisfaction extent, overall satisfaction extents, patients' revisit Intent, and patents' intent to recommend hospitals to other patients. Sixth, variables influencing outpatients' satisfaction extents among hospital-selection factors were personnel's kindness, convenience of use process, amenity of hospital facilities and other environments in regular order. Those influences were positively meaningful, and availableness was the only variable showing a negatively meaningful influence. And explanatory capability of sub-variables was 25.2%. Variables influencing patients' overall hospital-use-satisfaction extents among hospital-selection factors were specialty of medical technology and rellability and amenity of hospital facilities and other environments in regular order. Those influences were positively meaningful, and availableness was the only variable showing a negatively meaningful influence And explanatory capability of sub-variables was 23.0%. Variables influencing patients' revisit intent among hospital-selection factors were personnel's kindness, specialty of medical technology and reliability, in regular order. Those influences were positively meaningful, and availableness was the only variable showing a negatively meaningful influence. And explanatory capability of sub-variables was 25.3%. Variables influencing patients intent to recommend the clinics to other patients among hospital-selection factors were personnel's kindness, specialty of medical technology and reliability in regular order. Those influences were positively meaningful, and availableness was the only variable showing a negatively meaningful influence. And explanatory capability of sub-variables was 26.7%. Concluding; First, all employees of medical institutions should take patients as their own family with master's mind and client-centered thinking-way, and offer them enough explanations an well as wholehearted services. Second, the processes need to be shortened to reduce patients' discomfort as well as waiting hours. Patients' satisfaction extents will be increased when the information-oriented system of hospital is established, the reservation system is settled down, the reservation time is kept well, the personnel department's works are distributed effectively, all works are done rapidly and efficiently, under systematic cooperation with other departments, all personnel should have a client-centered mind. Third, the personnel should show kindness to patients as well as their companies. Also, not only new marketing strategies but also services except for medical treatments such as satisfactory waiting rooms and environment are required. Fourth, the demands and demands' changes of clients who want medical services need be closely examined in all districts, targets of marketing, each medical institution should build special strategies discriminated from those of other medical institutions, medical persons concerned should keep up activities for service quality management, also, check & evaluate results of medical treatments. Fifth, patients' changing demands need be examined periodically to know their selection factors by each department, which make them select departments for diagnosis & treatment as well as satisfaction degrees. Also, what patients want and whether or not medical institutions' medical services are insufficient should be examined, finally, all collected data should be offered for supplement and client-management.