• 보건의료산업학회지
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• 제7권3호
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• pp.45-55
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• 2013

Cosmetic products are high value-added ones, and characterized by short life-cycles and income elasticity. Since most cosmetic products are procured through consults with salespersons, it is necessary to have detailed knowledge about basic cosmetics. In this paper, a possible relationship marketing strategy is suggested using the results of examining the effects of relationship marketing factors and relationship quality in cosmetics industry. The findings of this research can be summarized as follows. In order to examine the effects of relationship marketing factors and relationship quality on satisfaction which is a relationship performance, and the willingness to procure it again, this paper executed multiple regression analysis. The typical findings of this paper are as follows. The higher the specialty is, the better the brand image is, the higher customization and trust with customer are, the higher satisfaction and willingness to buy it again get. The analysis of relative influences of sub-factors revealed that trust was the strongest factor. In this paper, by revealing the effects of relationship marketing factors and relationship quality on relationship performance, empirically suggested the results which show the same findings as those of previous researches. This result can be a method to establish systematic education systems in places selling basic cosmetic products and in cosmetics companies.

• 간호행정학회지
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• 제10권2호
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• pp.195-210
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• 2004

Purpose: The purpose of this study is 1): to investigate how word of mouth communications work according to the lifestyle of health care consumers of obstetrics and gynecology, 2): to propose managerial suggestions in health care marketing. Method: Data collection and analysis had been executed from March 10, 2003 to April 4, 2003. Out of total 400 questionnaires distributed, 385 were collected. 351 were considered to be valid for analysis. Data were analyzed with the SPSS/pc+ Version 10.0. using Frequencies, Factor analysis and cluster analysis, ANOVA and $x^2-test$. Results: The subjects were divided into four groups in terms of their lifestyles: 'health active group', 'health conscious group', 'health indifferent group', 'health inactive group'. The following are the features word of mouth communication according to lifestyle. Conclusion: All in all, the researcher carne to notice that there was a difference in the features of word of mouth communication activities in accordance with the lifestyle of health care consumers of obstetrics and gynecology. This study will hopefully contribute to the ramification of markets, serving as a help in marketing health services.

• 대한심미치과학회지
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• 제23권2호
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• pp.95-104
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• 2014

This study is about the basis of satisfactions by patients : One is 'what factors of the marketing by dental medical service have an effect on consumers dental clinic' The other is 'what is the most important part when consumers choose the dental medical ser Seoul and Gyeonggi area unintentionally. Finally 446 people were analyzed. 6 general questions, 5 selective form questions when consumers choose the dental service, 11 satisfactions questions after treating and thought of reuse the dental service 6 (Likert scale) questions. Whether the choice of hospital dental marketing by dental analysis, both male and female hospital medical marketing and use of selected highly suggests that it does not respond. The resulting satisfaction analysis using the Hospital Dental Marketing consumer access to medical care, and then, a full explanation, comfort, quality and level, health care costs, treatment management, and symptom improvement were higher satisfaction with the item, select the dental healthcare after the analysis of the marketing of recycled doctors are otherwise subject the person selected from all entries equal to or higher than the average consumer satisfaction showed a higher medical doctor also higher reuse. Consequently, Through the use of marketing to choose the best dental healthcare need to providing quality care.

• 가정∙방문간호학회지
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• 제18권1호
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• pp.13-19
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• 2011

Purpose: The aim of this study was to evaluate patient satisfaction and indirect marketing effects (recommendation, hospital re-visit intention) and additionally to calculate the expected incomes by clinical nurse specialists (CNS). Methods: Sixty-six patients who had lower varicose vein removal surgery performed at two general hospitals from August 1 to November 30, 2008, were recruited. The effects were evaluated by degree of patient satisfaction, the number of personal recommendations given, rate of hospital re-visit intention, and indirect marketing effects. Indirect marketing effects were calculated as the total cost of surgery multiplied by the score of other variables. Results: The patient satisfaction score was 0.82 for CNS and 0.43 for general nurses (GN). The number of personal recommendations given was 2.5 for CNS and 1.1 for GN. The rate of hospital re-visit intention was 0.31 for CNS and 0.21 fot GN. The ratio of expected incomes between CNS and GN is 2.07 to 1. Conclusion: We found that when a CNS serves a patient, satisfaction, number of personal recommendations, hospital re-visit intention, and indirect marketing effects were higher than those of GN. These results show that CNS have dominant roles and functions and that the effects of CNS employment can be measured using economics parameters.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.345-351
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• 2020

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

• 보건행정학회지
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• 제14권3호
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• pp.1-19
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• 2004

The purposes of this study were to investigate factors of the Obstetrics & Gynecology healthcare consumers' selection of hospitals by lifestyle segmentation and to propose managerial suggestions in health care marketing. Out of total 400 Questionnaires, 351 were considered to be valid for final analysis. The Questionnaire consisted of 81 Questions. 11 demographic Questions, 15 factors for selecting hospitals, 55 lifestyle. The collected data were analyzed with SPSS/pc+ Version 10.0. The subjects were divided into four groups in terms of their lifestyles: 'health active group', 'health conscious group', 'health indifferent group', 'health inactive group'. The analysis of factors related to the selection of hospitals shows that there were four factors: 'accessability', 'medical trust', 'cost and convenience', 'facilities'. Conclusion: As a results of this study, 4 types of healthcare consumers' lifestyle were defined. Each life style has specific characteristics. 'Health active group' pursue 'accessability', 'medical trust', 'cost and convenience' and Health conscious group' depended on 'medical trust', 'cost and convenience'. and 'facilities'. 'Health indifferent group' didn't show any special interest in the selection of hospitals and that 'Health inactive group' relied on 'medical trust', and 'facilities'.

• 간호행정학회지
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• 제1권1호
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• pp.22-34
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• 1995

Health care marketing can be defined as a process of developing, promoting and administering health care services for the benefits of hospitals as well as consumers. Researchers have reported that one of the significant attributes in the selection of hospital is a client's perceived image of the hospitals. Especially the image of nursing services was one of the important factors of the hospital image. The main purposes of the study were 1) to define the positioning about 5 hospitals' image of nursing services. 2) to define the effects of image attributes to the iamage of hospital nursing services. Eighteen hundred questionnaires were distributed to the parents of middle schools and high schools in Seoul. Among them, 1340 cases were returned but 849 cases were turned out to be useful data and used in final analysis. In data analysis, $SPSS\;/PC^+$ and PC-MDS programs were used for descriptive statistics, multiple regression, and drawing perceptual maps. The image of hospital nursing services was measured developed by the author through literature review and content validation. Reliability coefficients was found to be statistically appropriate level of confidence(Cronbach's Alpha=.8617). The results were as follows : 3) The perceptual map shows that hospital A, B and C,D,E were divided into five groups(See Fig. 1). That is, hospital A, and B are located in a close position and hopital C & E are located at opposite position between X-axis, Hospital D was located in the middle area of the hospital C and:E. In conclusion, this research visiblely depicted perceptual maps using MDS of the consumer's image about hospital nursing services. Since hopital nursing services were differentiated by the image attributes in consumer's perception, the results of the study can help hospital managers plan marketing strategy according to their strong points or weak points. Because the necessity of marketing in recent health care was importantly recognized, this research which is adopting posititioning concept will contribute to the consumers and hospital organizations.

• 융합정보논문지
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• 제12권4호
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• pp.212-218
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• 2022

본 연구는 의료소비자의 만성질환 유무에 따른 정보탐색행태를 파악하고자 수행되었다. 이를 위해 2016년 2월 9일에서 2월 11일까지 서울 소재 대학병원에 방문한 환자들을 대상으로 설문조사를 실시하였으며, SPSS 26.0 통계 패키지를 활용하여, 총 240명의 자료를 분석하였다. 주요 분석 결과는 다음과 같다. 첫째, 만성질환자들은 만성질환이 없는 사람들보다, 전문가 정보원과 경험적 정보원을 많이 이용한 것으로 나타났다. 둘째, 질환과 관련해서는 영양관리, 운동 관리 및 동일 질환자들의 사례를 많이 탐색하는 것으로 나타났다. 마지막으로 병원과 관련해서 만성질환자들은 대기시간과 진료비를 많이 알아본 것으로 나타났다. 본 연구는 만성질환자들의 수요를 반영한 효율적인 정보제공과 마케팅전략 수립의 기초자료를 제공한 의의가 있다.

• 대한영양사협회학술지
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• 제16권2호
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• pp.160-177
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• 2010

The purpose of this study was to identify job frequency and the training needs of dieticians in elderly health care facilities. This study consisted of dieticians working in elderly health care facilities with a capacity of over 50 elderly. Survey questionnaires were distributed to 190 dieticians through the mail and 106 dieticians (55.8%) participated in this study. The results of the survey showed that dieticians in elderly health care facilities frequently performed the following job: work management, safety and sanitation management, purchase management, human resource management, finance management, nutrition management, and marketing management. The job frequency in safety and sanitation management (p<0.05) and nutrition management (p<0.01) areas were significantly different by the number of dieticians. Safety and sanitation management and menu management were considered job areas that needed further training and education. Dieticians in elderly health care facilities responded that the following jobs should require not only training but are also frequently performed: safety and sanitation management, menu management, work management, and human resource management. Thus, based on the results of this study, continuous training programs in these fields should be offered to satisfy the needs of dieticians.

• 한국병원경영학회지
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• 제15권4호
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• pp.143-164
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• 2010

Although word-of-mouth (WOM) has been regarded as one of the very important topics in consumer research, its effects on other aspects of consumer behavior have been scarcely investigated in the context of health-care service industry. The WOM literature also suggests that it is essential for medical care service organizations in fierce competition to adopt WOM communication as a competitive weapon so as to be able to stay ahead of competition. The goal of this research was set to empirically study various relationships between antecedent variables, WOM acceptance, and purchase of medical care services. Specifically, drawing on the WOM literature, eight antecedents to WOM acceptance were selected first. Based on the relevant literature, seven sets of hypotheses on the relationships among antecedents to WOM, WOM acceptance, purchase intention and purchase of medical services were developed. Data were collected via an on-line survey. A total of 571 out of 600 responses turned out to be usable. The major findings of this study can be summarized as follows: First, 6 out of 8 antecedent variables to WOM acceptance were found to be positively affect WOM acceptance. However, the effects of (1) "newness of technology" pertaining to medical care service characteristics and (2) "involvement in health", one of receiver characteristics, were found to be insignificant. Second, most moderating effects on the relationship between purchase and purchase intention of medical care services were found to be insignificant with one exception. That is, elapse of time was found to be a marginally significant moderator on the relationship between purchase and purchase intention of medical care services. Third, it was found that the higher the WOM acceptance, the higher the purchase intention of medical care services. Finally, the effect of WOM acceptance was found to be particularly strong when WOM contents were perceived as useful and positive. Overall, it seems essential for hospitals to actively adopt WOM communication as a competitive marketing tool if they plan to improve their business performance. In this respect, the current study may serve to improve the business performance of hospitals by way of providing theoretical and empirical evidence on the effects of WOM communication variables on WOM acceptance and medical care service purchase.