치과내원 환자의 성격특성이 의료기관 신뢰와 재이용의도에 미치는 영향

The Effect of Personality Traits on Organizational Trust and Intention to Revisit of Dental Patients

The purpose of this study was to reveal association between personality traits, organizational trust and intention to revisit. Personality trait was composed of extroversion, likability, sincerity. We thought these factors affect to the organizational trust and intention to revisit. For this study, 250 dental patients in Busan, Ulsan and Gyeongnam are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson’s correlation coefficients, and stepwise multiple regression analysis with SPSS 21.0 program. In conclusion, we obtained the next results. First, the average of extroversion type was 3.66, the sincerity type 3.49, the likability type was 3.83, the organizational trust was 3.43, and the intention to revisit was 3.22. Second, the influencing factor in organizational trust were likability (β=.325), sincerity (β=.251), adjusted R2=.235. Third, the influencing factor in intention to revisit were likability (β=.291), adjusted R2=.081. The analysis result is considered to help the future dental service management.