• 한국병원경영학회지
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• 제7권4호
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• pp.57-101
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• 2002

These days, the environment of hospital marketing is changing rapidly. The level of expectation and demand of patients have become greater and more diversified, and patients have more alternatives in selecting hospitals. The standard of hospital selection and the type of using hospital have been changed, and competition among hospitals has been accelerated due to the opening of the medical market through globalization. Accordingly, differentiation strategies are critical in hospital marketing. The quality of medical service oriented toward patient satisfaction becomes a strong strategic weapon to secure a hospital's competitive advantage. Therefore, marketing and communication strategies should be focused on patient-oriented, rather than hospital-oriented. Considering the changes in the hospital environment and the increase in the patients' expectation level, this study categorizes doctors' communication styles into four different ones: trust-type, professional-type, cooperation-type, and control-type. The effects of these communication styles on patient satisfaction were empirically examined. The moderating roles of the patient's characteristics and clinical characteristics between the doctors' communication styles and patient satisfaction were also investigated to find out managerial implications for hospital management. To achieve such goals, data were collected from patients of 12 general hospitals in Busan. The data were analyzed to test research hypotheses that examine 1) the relationships between doctors' communication styles and patient satisfaction, 2) the moderating roles of the patient characteristics and clinical characteristics in the research model, and 3) the impact of patient satisfaction on positive word-of-mouth and repurchase. The following summarizes the major results of this research. First, the data showed that patient satisfaction varied across doctors' communication styles. Trust-type style had the strongest impact on patient satisfaction while control-type style had the weakest influence on patient satisfaction. Professional-type style and cooperation-type style also had positive effects on patient satisfaction but the impact of the two are not statistically different. Second, significant differences in terms of patient satisfaction were found depending upon demographic variables such as gender, marital status, age, occupation, and education. Patient satisfaction, however, was consistent across varying income groups. Third, patients' medical insurance types were also related to patient satisfaction. It implies that a doctor may need to use different communication styles depending on a patient's medical insurance type. Fourth, out-patient and in-patient showed a different level of satisfaction with varying communication styles. Fifth, highly professional knowledge and strong control can influence patient satisfaction depending on the characteristics of the patient treatment field. Sixth, patient satisfaction were proved to have significantly positive effects on word-of-mouth and repurchase. The implications drawn from this study must be tempered by its limitations. First of all, the subjects used in this study were patients in Busan and small- and medium-size hospitals were excluded from the research. Therefore, future research should examine the research model by using a variety of hospitals and clinics throughout Korea. Another research agenda has to do with finding more determinant and moderating variables which will increase an explanatory power of the model. In short, this study may be the first empirical research that investigates the effects of doctors' communication styles on patient satisfaction. Interestingly enough, the results showed that each communication style had a unique impact on patient satisfaction. The findings from this research can be very useful in developing hospital marketing strategies.

• 보건의료산업학회지
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• 제13권4호
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• pp.95-107
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• 2019

Objectives: The purpose of this study was to examine the quality and reputation of medical services in hospitals run by Gangwon-do 1,3, and 10 dentists, to investigate the mitigation effects of trust and quality on patient satisfaction and loyalty. Methods: Of the 600 surveys collected, 578 were used. Results: Although there were differences in dental services by type of institution, fame influenced patient satisfaction in all three institutions, and patient satisfaction also affected loyalty in all three institutions. The moderating effect of trust was shown to one dentist, and physician trust was shown to have a moderating effect. Conclusions: The establishment of reputation trust and the practice of dental medical services are important for attracting patients.

• 혜화의학회지
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• 제22권2호
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• pp.119-141
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• 2014

Objective : This study was designed to health-Care services recognition comparison of patient between Korean Medicine 00 Hospital and Seoul 00 Health Center. Methods : 277 subjects were participated in this study. After a treatment, we analyzed a patient type by using a questionnaire. After all treatment, we conducted a survey about Medical Trust Scale, Medical Happiness Index Scale, Service Quality Scale. To evaluate a satisfaction degree, we analyzed results of survey statistically. Results : The results of the analysis, Korean Medicine 00 Hospital group got a higher score than Seoul 00 Health Center group statistical significantly on Medical Trust Scale, Medical Happiness Index Scale, Service Quality Scale. Conclusion : Korean Medicine 00 Hospital group got a higher score than Seoul 00 Health Center group. It was more effective in Korean Medicine 00 Hospital group than Seoul 00 Health Center group.

• 한국치위생학회지
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• 제13권3호
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• pp.411-418
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• 2013

Objectives : The quality of service is considered as the difference between services that customers perceive and expect by using SERVQUAL model and the basic data for the efficiency of management of dental hospital and clinics, the differentiation strategies of dental medical institutions and the improvements on quality of service are provided. Methods : Subjects were 469 patients who visited six dental hospitals and clinics in Daegu-Gyeongbuk regions. Questionnaire consisted of five items such as type, reliability, responsiveness, certainty and empathy properties. Data were analyzed using SPSS 12.0 program in this study. Results : Women had high satisfaction scores of medical services in certainty and empathy properties. 40s and higher had the highest score in the type property. 30s had high score in the certainty property. For expected service satisfaction, 30s had the highest score in dental practitioners and administrative staffs. For reuse of current medical institution and intent for recommendation, certainty property and factor of dentist and dental practitioners had high scores. Additionally, reliability and responsiveness properties were statistically significant. Conclusions : Medical institutions should make every effort to get the dentists or dental practitioners have the medical knowledge at a high level, a kindness for patients and trust from patients.

• 대한치과기공학회지
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• 제35권4호
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• pp.395-403
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• 2013

Purpose: This article examined the affecting factors of a malocclusion status of a patient for orthodontic treatment, orthodontics medical expenses and oral health behavior on orthodontic satisfaction. Methods: This paper conducted a survey from the 15th of July to 30th of September 2012 for the patients who were under orthodontic treatment at three dental clinics where are in Deagu, and distributed a total of 210 questionnaires and analyzed 194 questionnaires, excepting for some questionnaires that were answered unfaithfully. Results: This study classified the related factors into a feeling of satisfaction with treatment and mental satisfaction for finding orthodontic satisfaction. There were the effect of the right tooth-brushing method, a periodic scaling and orthodontics medical expenses on a feeling of satisfaction with treatment, and power of explanation was 16.7%. Conclusion: There were the effect of a malocclusion status, matters that requires attention during orthodontic treatment, a periodic scaling during orthodontic treatment and orthodontics medical expenses on mental satisfaction, and power of explanation was 16.9%. Based on the result above, this paper concluded that preventive treatment and early treatment should be emphasized through developing a program for regular oral examination suited to each medical type, including the method for improving the medical treatment condition and care service for increasing orthodontic satisfaction, which the dental medical-service providers could consider the patients and secure trust.