서비스품질 인식에 따른 고객만족이 이미지와 고객행동의도에 미치는 연구

The study of Effect on the Quality of Service and Hotel Image and materials impact on customer satisfaction and loyalty on Buffet Restaurant - Going to Hospicein Ansan -

This study a As Korea is widely known for its excellence in medical technology and competitiveness in price, medical tourism sector has high growth potential. In particular, the medical techniques in plastic surgery and beauty maintain the world top class level. Thanks to dramas and K-Pops through Korean wave, most of South East Asian countries show their great interests in cosmetic surgery beyond their good feeling about Korea. us, it is urgently needed to seek for the plans to nurture our own advantages in medical sector. Having considered the competitive and optimized medical tour products needs to be developed urgently, this study will compare the satisfaction level of existing medical tourism products in accordance with various needs and expectations of the foreigners visiting Korea for the purpose of medical tourism and investigate the products that are in fact considered and preferred and, based on the ndings, suggest the direction for the development of Korea’s medical tourism products and the marketing for that. To proceed with this study, the foreigners visiting Korea for medical tourism during Jun 2015~Nov 2015 were targeted and a documentary study and an empirical study were paralleled to achieve the purposes of this study. 314 copies of questionnaires that were returned were used, and frequency analysis, factor analysis, correlation analysis, reliability analysis, and regression analysis were conducted using SPSS 18.0 statistical package program. The ndings from this study based on empirical data are as follows. First, to develop the objective and practical measuring tools for the expectations for medical tourism products and its performance, the extracted factors through the theoretical study were veried through factor analysis and reliability analysis. And, as a result, it was analyzed 4 components, medical tourism support services, medical tourism infrastructure, medical infrastructure, facilities and atmosphere are inconsistent with the expectations. As a result of the analysis, in respect of the expectations about medical tourism products, 3 factors, excluding medical tourism infrastructure, had a significant effect on the discrepancy in expectations, and in respect of performance, medical tourism support service and medical infrastructure had a signicantly aect on the discrepancy in expectations. In respect of the expectations about medical tourism products, among factors, facilities and atmosphere had the biggest eects and in respect of the performance by medical tourism products, medical tourism support services had the biggest effect. Through this, this study aims to seek for the development of our differentiated products for foreign patients and attract more tourists in the future, and based on this, suggest the direction of Korea’s medical tourism products in the future. The finding from the study is that based on the medical techniques and service, the eorts for the convenient facilities. comfortable atmosphere, transportation and communicationfor the foreign patients, taking advantage of our unique seasonal and geographical attributes, the construction of convenient facilities and comfortable atmosphere, through recognizing the unique attribute, the tourism for patients, foods and the eective marketing activities focusing on the development of products and the dierentiation of its values, are needed.