불만족 고객의 미용 의료서비스 품질 분석 및 재방문 의도 연구

Analysis of Aesthetic Medical Service Quality in Dissatisfied Customers and their Intent to Revisit

This study analyzed aesthetic medical service quality and explored improvements among 222 dissatisfied customers of dermatology and plastic surgery clinics. For this, the effects of such aesthetic medical service quality on customer satisfaction were analyzed, and the results were compared to revisit intention after compensation. In terms of aesthetic medical service quality, the following five factors were derived: convenience, cleanliness, reliability, responsiveness and friendliness. Then, validity and reliability were tested. According to analysis of dissatisfaction with specific perception factor items, correlations between perception factors and satisfaction were confirmed. According to a regression analysis of the effects of perception factors on customer satisfaction, revisit intentions were higher in the compensated group than in the non-compensated group among dissatisfied customers (74.0%) (p<0.001). Consequently, dissatisfied consumers showed the lowest satisfaction in responsiveness among the five aesthetic medical service quality factors. In other words, they had poor responsiveness to customers’ needs when they were busy. Therefore, if responsiveness to customers is improved even during busy hours, medical institutions would be able to prevent their patients from leaving for other hospitals or prospective consumers from being swayed away by dissatisfied customers.