• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.921-930
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• 2013

Objective: After introduction of the Elderly Long Term Care Insurance, number of geriatric hospitals increased greatly. However, few studies were conducted on the satisfaction of the patients of the geriatric hospitals especially on the intention to reuse geriatric hospitals. Methods: The current study modified Sheth's consumption value model, useful for the development of an effective marketing strategy for geriatric hospitals, and tested it in Korean circumstances. The survey was conducted at two municipal hospitals and three private hospitals in Seoul and Gyeonggi Province between August 1 and September 30 of 2012. Data were collected from 472 inpatients who are 60 years or older. The structured research tool was developed and distributed. Factor analysis and hierarchical logistic regression analysis were conducted using SPSS(version 14.0) Results: The result of the research suggested that the satisfaction on rehabilitation services, which is a functional value, among the consumption values was the strongest factor on the intention to reuse geriatric hospitals. Impression of high-end luxury, reliability of care, and outside locus of control on health followed. Conclusion: It is recommended that geriatric hospitals ought to improve rehabilitation programs, facilities, and equipments and enhance kindness of staff to encourage intention to reuse geriatric hospitals.