의사의 커뮤니케이션 스타일이 레포, 신뢰, 충성도에 미치는 영향에 관한 연구 = The Effect of Doctor's Communication styles on Rapport, Trust and Loyalty

다국어 초록 (Multilingual Abstract)

In today's hospital marketing environment, hospital directors should implement services to respond to customer demand, detect and analyze changes in the market-environment, and develop marketing strategies. Interpersonal relationships are an important aspect of business. Without building relationships with their customers, few businesses can survive. One specific aspect of interpersonal relationships is rapport. Rapport is a very important concept in the curricula of medical schools and is one of the basic elements of patient treatment. Hospital marketing, in particular, demands the establishment of a solid rapport between doctor and patient. In treatment, the physician requires patient cooperation to achieve successful health outcomes. Building rapport between doctor and patient induces patient participation and compliance, which then improves patient outcomes.
Scholars from many fields of study have investigated rapport. The construct has already been examined in educational settings, roommate relationships, psychotherapist-client interactions, business transactions, and other qualitative studies. Rapport has, however, received relatively little attention in the marketing literature.
The goal of this study is to examine the specific aspect of rapport in doctor-patient relationships. The authors define doctor's communication styles as rapport-building behaviors and examine the impact of doctor-patient rapport on the patient's trust and loyalty toward the doctor.
The research model of this thesis is based on the literature related to this topic.
The sampling for this paper was based on the patients being treated for a period of seven weeks in general hospitals from July 20, 2009 to September 7, 2009. The statistical package SPSS WIN Ver.17 was used to verify the hypothesis, and LISREL8.7 software was used to performing depth analyses.
In this study, an analysis is conducted on how doctor-patient rapport during the medical interview is influenced by interactions between the doctor and the patient. Based on the results of this analysis, suggestions are provided for enhancing the competitive advantage of the hospital.
The results supporting the hypothesis through the use of research models are as follows.
First, the results show that an affiliative communication style has a positive influence on rapport between doctor and patient. 'Very relaxed' and 'provides a detailed description about the disease and examination' were shown to be important factors among the scale items of affiliativeness.
Second, a controlling communication style has a negative influence on rapport. Among its scale items, 'very peevish' and 'very strict and authoritative' had strong negative effects on the rapport between doctors and patients. Third, the expertise communication style was shown to have a positive effect on rapport. Among its scale items, 'provides a detailed description of the disease' and 'provides a detailed description of the examination' were important for building rapport. Fourth, rapport has a positive influence on the trust and loyalty of a patient. Among the scale items analyzed here, 'I have a harmonious relationship with my doctor' and 'I enjoy interactions with my doctor' had strong effects on the trust and loyalty of a patient. Fifth, patient trust has a positive effect on increasing the loyalty of the patient toward the doctor.
In conclusion, a doctor with a very relaxed and detailed descriptive verbal style will be more successful in building rapport with patients. Having an established and positive rapport with patients will increase the patients’ trust toward their physicians and will produce a good WOM (word-of -mouth) effect.

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