Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
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Effect of Quality of Telemedicine Services in Remote Areas of the Military on Customer Loyalty: Mediation Effect of User Satisfaction

군 격오지 원격의료서비스 질이 고객충성도에 미치는 영향: 이용만족도의 매개효과

  • Received : 2022.05.10
  • Accepted : 2022.06.15
  • Published : 2022.06.30
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Abstract

Objective: Telemedicine service is gaining importance in remote military areas. This study aimed to explore the mediating effect of user satisfaction on the association between military telemedicine service's quality and customer loyalty. Methods: The research data comprised the results of a satisfaction survey on 1,116 military telemedicine satisfaction surveys conducted from November 1 to November 31, 2021. T-tests and ANOVA were analyzed to confirm the difference in satisfaction and loyalty according to the general characteristics of the study subjects. User satisfaction, customer loyalty, and mediating effects were analyzed using multiple linear regression analysis. Results: Among the study subjects, 458 were affiliated with the Army, 68 with the Navy, and 36 with the Air Force. Among the quality of telemedicine service, tangibility, reliability, and empathy affected user satisfaction while reliability and empathy affected customer loyalty. Since the standardized coefficient beta of empathy was 0.150 (P=0.018), it was confirmed that it significantly affected customer loyalty by mediating user satisfaction. Conclusion: The telemedicine service's quality affects users' satisfaction and customer loyalty. Moreover, there was the mediating effect of user satisfaction on the association between telemedicine service and customer loyalty. Therefore, the reliability and reliability of the current telemedicine service can be improved through the replacement of outdated equipment and performance improvement, expansion of medicines in telemedicine units, and improvement of medical services through periodic CS education to increase the customers' satisfaction and loyalty.

Keywords

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