안과의료기관 선택요인이 고객만족 및 구매 후 행동에 미치는 영향에 관한 연구

Influence of Factors for Selecting an Ophthalmic Clinic on the Client’s Satisfaction and Actions after the Purchase

The medical market has evolved from a market that was centered around the medical institutions, which are the suppliers, to the patients, who are the customers of the medical services. As a result, the competition between medical institutions intensified significantly. Especially, in this competition where only the fittest survives, medical institutions must respond to the desires of the customers by enhancing their qualities by providing better medical servicesm in order to meet the desires of the customer. Of many medical institutions, the clinics of ophthalmology concern the anatomic structures, functions, and diseases of the eyes. That is, it is a discipline of the ophthalmology clinics to research and cure the diseases that are related to the eyes. The purpose of this study is to examine the influence of the choice factors of the ophthalmology clinics upon post-purchase behaviors by mediating the satisfaction on the medical instituion. The data for this study were gathered from resident in Busan and Gyeongnam regions with the medical treatment experience in ophthalmic clinics in the region. The survey was condected as an online survey targted to individuals whom had experience with the ophthalmology clinics. Among 482 responses, 418 responses were used after removing 64 responses which are incomplete or unreliable. The result of the hypothesis verification is as follows; First, the reputation and physical environment of interior influenced the satisfaction of clients in a positive manner, while the quality of medical service had negative influence. The physical environment of exterior and human service quality did not influence the satisfaction statistically. Also, clients’ satisfaction did have influence over the viral intent and re-visit intent.