Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effect of Social Media Marketing Capability on International Patient Satisfaction through Perceived Risk in the Medical Tourism Context

의료기관의 소셜 미디어 마케팅 역량이 인지된 위험 및 의료관광 환자 만족도에 미치는 영향에 관한 연구

  • ;
  • 엄기현 (부경대학교 경영대학 경영학부)
  • Received : 2023.03.22
  • Accepted : 2023.05.29
  • Published : 2023.06.30
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Abstract

Purpose: The purpose of the research is to explore the role of social media in attracting international patients for cosmetic services in South Korea during the COVID-19 pandemic. The study aims to conceptualize social media as an effective marketing tool for minimizing perceived risks associated with cosmetic services and increasing patient satisfaction. Methods: The study validated proposed hypotheses using the PROCESS macro for SPSS with overseas patients who received cosmetic treatment in private Korean plastic surgery clinics in Busan. Results: This study found that information delivery capability reduced perceived risk and contributed to patient satisfaction, while communication capability did not show any significant relationship with perceived risk and satisfaction. In addition, information delivery capability had a significant direct effect on patient satisfaction, but communication capability did not. Conclusion: It is expected that the outcomes of this study will broaden our understanding of the use of social media in reducing perceived risk and increasing satisfaction.

Keywords

Acknowledgement

This work was supported by the Pukyong National University Research Fund in 2021 (CD20210992).

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