Health Policy and Management (보건행정학회지)

Korean Academy of Health Policy and Management (한국보건행정학회)
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Analysis of Relating Factors with Customer Loyalties in Medical Services

의료서비스에 대한 고객충성도 관련요인 분석

  • Lee, Sun-Hee (Department of Preventive Medicine, College of Medicine, Ewha Womans University) ;
  • Lee, Hye-Jean (Department of Preventive Medicine, College of Medicine, Ewha Womans University) ;
  • Jung, Sang-Hyuk (Department of Preventive Medicine, College of Medicine, Ewha Womans University)
  • 이선희 (이화여자대학교 의과대학 예방의학교실) ;
  • 이혜진 (이화여자대학교 의과대학 예방의학교실) ;
  • 정상혁 (이화여자대학교 의과대학 예방의학교실)
  • Published : 2005.06.01
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Abstract

This study was performed to explore multidimensional customer royalties and relating factors. 900 households, $1\%$ sample were randomly selected from K city located in Kangwon province. Interview survey was performed with structured Questionnaire for the entire people, 923 persons who experienced medical service utilization during one year before survey on time, september, 2004. In comparison of customer royalties by sociodemographic characteristics, the older group showed the higher level of cognitive and attitudinal royalties significantly. Education and income level also, showed negative relationship with cognitive, attitudinal and behavioral loyalties significantly. The more being a female and a visitor at oriental medicine clinic, the higher level of attitudinal loyalties. Customer satisfaction was a critical explaining variable for cognitive, attitudinal and behavioral loyalties. In multiple regression analysis, some sociodemographic characteristics showed significant relation with customer loyalties and customer satisfaction was the strongest relating variable to customer loyalties. In conclusion, multidimensional approach for customer loyalty is useful for understanding customer behaviors comprehensively. Future studies should focus on developing the more specific and valid measurement tools for customer loyalty in medical service.

Keywords

References

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