의료서비스품질, 이미지, 관계품질, 재이용의도 간의 영향관계

The Relationship among Medical Service Quality, Image, Relationship Quality, and Reuse Intention : Focused on Small and Medium Hospitals

The purpose of this study is to investigate the relationship among medical service quality, image, relationship quality, and reuse intention and provide the implication of marketing strategies for starting medical institution. The results show that reliability, assurance, and empathy of medical service quality affect positively hospital image but tangibles and responsiveness do not. Tangibles, reliability, responsiveness, and empathy affect positively patient satisfaction except assurance. Hospital image affects positively patient satisfaction and trust but do not affect patient commitment. Patient satisfaction affects positively patient trust, commitment, and reuse intention. Patient trust affects positively patient commitment and reuse intention. Patient commitment affects positively reuse intention. Therefore, it is identified that the role of relationship quality is very important to enhance reuse intention for medical service. For this, managers should make efforts to improve medical service quality in the perspective of patients.