• 한국병원경영학회지
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• 제19권1호
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• pp.21-31
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• 2014

This study aimed to find marketing strategy through comparison of internet homepage between national-public hospitals and private hospitals in Korea. A total of 51 hospitals' data were used with frequency, chi-square, t-test, multi-regression, correlation analysis. They were verified by SPSS Ver. 15.0 program. According to the result of this research, national-public hospitals operated more contents of public interests such as social contribution, volunteer work than private hospitals. Otherwise private hospitals operated more contents of costumer interests such as customer counselling, statistical data and cafe of customer voices than national-public hospitals. Synthetically we find that private hospitals try to get closer to the consumer than national-public hospitals. Because feedback and interaction between hospitals and consumer are very important, we suggest that national-public hospitals and private hospitals mutually should operate internet homepage in accordance with consumer needs of medical market.

• 동아시아경상학회지
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• 제4권3호
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• pp.1-17
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• 2016

Businesses are using culture marketing as a new promotional tool and as a marketing strategy since consumers have desire for not only economical fulfilment, but also emotional and psychological fulfilment. Similar to service industry, medical service industry has started to use culture marketing on its service industry management side. Therefore, this paper will propose necessity and usable culture marketing in hospitals to identify the current position of culture marketing in medical service industry. In conclusion, the present research offers the following implication. First, culture marketing has a partial offsetting impact to those who have negative emotion regarding the medical service industry. This is because of the positive impact of culture marketing on a customer response and customer satisfaction. Moreover, by considering the fact that only a culture synthesis and a culture style have a positive impact, focusing on a culture synthesis and a culture style would be treated as an advantageous strategy.

• Journal of the Korean Data and Information Science Society
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• 제17권4호
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• pp.1271-1278
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• 2006

Recently, a profit analysis in hospital management is considered as an important marketing concept. When spatial variability is presented, we must analyze the hospital data with spatial statistical methods. In this study, we present a regression model using spatial covariance for adjustment. And we compare the nonspatial model with spatial model.

• 대한치과의사협회지
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• 제42권8호통권423호
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• pp.571-578
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• 2004

• 간호행정학회지
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• 제12권4호
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• pp.615-623
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• 2006

Purpose: The purpose of this study was to examine clinical nurses' perception and education needs for concepts related marketing. Methods: The subjects of this study were 340 nurses who were working in the 9 general hospitals located in Seoul and Gyeonggido. The data were collected using structured questionnaire(Cronbach'${\alpha}$=.98) from Sept. 1 to Oct. 31. of 2005. For data analysis, the SPSS/PC program Version 12.0 was used. Results: The highest mean score of nurses' perception for concepts related marketing was client satisfaction and the lowest mean score was marketing mix. The highest mean score of nurses' education needs was client satisfaction and the lowest mean score was marketing mix. The correlation between subject's general characteristics and nurse's perception was showed in nurses' age, education, hospital size, clinical career, position. The correlation between subject's general characteristics and nurses' education needs was viewed in age, clinical career, position. Conclusion: These results can be used to develop for clinical nurses' marketing education course and plan for marketing strategies of nursing organization.

• 간호행정학회지
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• 제5권2호
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• pp.369-388
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• 1999

This study is a descriptive research to establish a positioning strategy of nursing service image, making a perception map on each hospital's nursing service image and ranking construct factors of nursing service image. The results in this study were as follows; 1. The rank of construct factors of nursing service image which were thought important by subjects was the first 'Kindness', the second 'Reliability', the third 'Professional Knowledge', the fourth 'Responsibility', and the fifth 'Advanced Nursing Skill'. 2. The perception map for nursing service image on each hospital showed a hierarchial structure and positioned the first B hospital, the second C hospital, the third D hospital, the fourth A hospital, and the fifth E hospital. The perception map for construct factors of nursing service image and hospitals showed the first dimension : 'Reliability', the second dimension : Kindness', the third dimension : 'Mission', 'Accuracy', 'Neat Appearance', and 'Ethical Aspect', and the fourth dimension : 'Client Advocate', 'Humanistic Consideration', 'Professional Knowledge', 'Responsibility', and 'Advanced Nursing Skill'. 3. The findings of subject's characteristics which affected degree of likeness on each hospital nursing service image to make a marketing strategy were as follows : In A hospital D hospital, and E hospital, the subject group whose hospital dates were under 1 week, education level was upper graduate university, and age was between 40's and 50's, were appeared to have low nursing service image on following construct factors : 'Kindness', 'Reliability', 'Responsibility', 'Mission', 'Neat Appearance', and 'Humanistic Consideration'. In B hospital and C hospital the subject group whose hospital dates were under 1 week or over 5 weeks, sex was woman, and age was 20' s or 40's, having a admission experience on subject hospitals, were appeared to have low nursing service image on following construct factors : 'Professional Knowledge', 'Advanced Nursing Skill', 'Ethical Aspect', and 'Humanistic Consideration'. As the based on above results, nursing managers can use positioning method to develope a marketing strategy for nursing service image.

• 한국산학기술학회논문지
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• 제18권8호
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• pp.88-98
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• 2017

본 연구는 최근 증가하고 있는 메디컬스킨케어에 맞추어 등장한 코스메슈티컬화장품을 사용하는 병원종사자의 제품선택이 마케팅커뮤니케이션에 미치는 영향에 대한 연구로 실시하였다. 코스메슈티컬화장품이 주로 사용, 판매되어지고 있는 병원의 병원종사자를 대상으로 코스메슈티컬화장품을 구매하는 소비자와의 불만에 대응하고 부정적 이슈의 영향을 최소화하여 소비자와의 우호적 관계를 강화할 수 있는 대안 마련에 필요한 자료를 얻는데 목적이 있다. 연구는 서울 경기 인천 지역의 병원(피부과, 성형외과, 여성의원, 기타병원)에서 코스메슈티컬화장품을 사용하는 병원종사자를 520명을 대상으로 설문조사를 실시되었다. 총 502부의 설문지가 최종분석에 사용되었으며, 데이터 분석은 Cronbach's ${\alpha}$, one-way ANOVA, 탐색적요인 분석 및 Duncan 테스트로 구성되었다. 또한 변수간의 상관관계를 조사하기 위해 상관분석을 수행하였고, 가설검정을 위해 회귀분석을 수행하였다. 본 연구의 결과로 코스메슈티컬화장품을 선택할 때 마케팅커뮤니케이션의 영향을 미친다는 것을 알 수 있으며 특히 제품의 가치, 품질, 가격 요인이 마케팅커뮤니케이션에 큰 영향을 미치는 것으로 보이고 있다. 즉, 제품의 가치 및 품질을 가장 중시함과 동시에 합리적인 가격을 원하는 것을 알 수 있다. 이를 고려하여 향후 코스메슈티컬화장품만의 차별화된 제품을 추구하고 트랜드의 변화양상에 맞추어 코스메슈티컬화장품의 잠재고객 확보 및 판매증대에 필요한 기초자료로 제공하고자 한다.

• 한국병원경영학회지
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• 제8권3호
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• pp.143-160
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• 2003

Due to the dramatic and situational change in medical industry, it has became very important to keep existing patients and to attract new patients by monitoring the medical consumer's expectation and various needs and ensuring the patients' satisfaction. This study regards the patients' satisfaction as the final object of medical service. So the object of this study is to provide useful data for the decision making and medical service marketing by exploring the problems generated by the cognition difference for the medical service between inpatients and outpatients, by responding for the problems and by examining the relationship between the satisfaction with the medical service and revisiting. To achieve the object of this study, literature research and empirical analysis were used. I establish the research model based on the existing service marketing and some hypotheses were chosen for the empirical analysis. As a result of empirical analysis for the five hypotheses, two hypotheses were chosen. First, there was cognition difference about accessibility and convenience between inpatient and outpatient. I guess that the satisfaction degree of inpatient is higher than the outpatient because the inpatient has the reliability for the hospital and determines the hospitalization or emergent coming to hospital. Second, the fifth hypothesis, "the satisfaction of patient will influence the revisiting." was chosen. The hypothesis is not only coincident with existing scholars and studies but also it provides the meaningful points for medical service marketing. The result shows that the parties concerned with hospital management should endeavor for the patient satisfaction in medical service, and that hospital management should be medical consumer centered. To measure the quality of medical service, the cognition differences for accessibility, convenience, physical environment, and human service were evaluated and the result shows that the cognition difference for the accessibility and convenience was outstanding. The analysis shows that there was cognition difference in the four categories among six subcategories in the human service -- the attitude of medical technologist, the attitude of doctor, the length of time for doctor's diagnosis for the patient and doctor's explanation. Therefore, I think that further study is required for the cause analysis for service categories which have cognition difference between inpatient and outpatient. I think the result will be very useful. Through this study, the relationship between patient satisfaction with the medical service and revisiting was verified. And it suggests that, to face the changing medical environment actively and to improve the quality of medical service, marketing strategy should be focused not on medical service providers but on medical service consumers and that the further studies for the medical consumer should be continued.

• 한국직업건강간호학회지
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• 제20권1호
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• pp.65-73
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• 2011

Purpose: This study investigates nurses' organizational commitment, internal marketing, and occupational satisfaction depending on their age, martial status, clinical experience and income. Methods: The subjects of this study were 350 nurses from six hospitals in Jeolla-do. The t-tests were used to analyze the differences in internal marketing, occupational satisfaction, and organizational commitment depending on their age, marital status, career, and income. The relationships among internal marketing, occupational satisfaction, and organizational commitment were analyzed by the path analysis. Results: The results of this study showed that organizational commitment was correlated with age, clinical experiences, and income, but not significantly associated with martial status. Education and training policy, benefit system, and fairness of the internal marketing were influencing factors on occupational satisfaction. These factors were correlated with organizational commitment through occupational satisfaction. Conclusion: This study addressed the relationships among nurses' internal marketing, occupational satisfaction, and organizational commitment. Based on the results, it is suggested that hospital organizations introduce more diverse incentive policies to enhance nurses' occupational satisfaction and organizational commitment.

• 한국산학기술학회논문지
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• 제21권7호
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• pp.146-155
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• 2020

본 연구는 간호사가 지각하는 병원내부마케팅이 직무수행 및 충성도에 미치는 영향을 분석하기 위하여 경기도에 소재한 종합병원 간호사 250명을 대상으로 2018년 12월 26일부터 2019년 1월 4일까지 실시하였다. 본 연구의 결과는 첫째, 병원 내부마케팅이 직무수행에 조직비전 및 미래상, 교육훈련제도, 커뮤니케이션, 조직속성 및 체계에 통계적으로 유의미한 영향을 미치는 것으로 나타났고(F=29.118, p<.001), 충성도는 교육훈련제도, 조직비전 및 미래상, 보상 및 복리후생제도, 근무환경 관리에 통계적으로 유의미한 영향을 미치는 것으로 나타났고(F=38.671, p<.001), 직무수행이 충성도에 미치는 영향은 통계적으로 유의미한 영향을 미치는 것으로 나타났다(F=87.324, p<.001). 둘째, 간호사가 지각하는 병원 내부마케팅과 충성도의 관계에서 1단계 직무수행에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났고(p<.001), 2단계 충성도에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났으며(p<.001), 3단계 내부마케팅 회귀계수가 유의미하였고, 직무수행도 유의미하게 나타났다(p<.001). 병원의 내부고객인 간호사가 만족을 하여야 직무수행 및 충성도가 높아질 것이다. 내부직원이 직무만족과 충성도가 높아야 외부고객에게 보다 나은 의료서비스를 제공할 수 있기 때문에 병원 경영진에서는 간호사의 직무수행 및 충성도를 높이기 위해서 내부마케팅을 강화해야 할 필요가 있다고 사료된다.