일 대학병원 입원환자의 의료외적 서비스와 의료적 서비스 만족도가 고객충성도에 미치는 영향

A Study on the Influence of Customer Satisfaction with Non-Medical Services on Loyalty of Inpatients in a University Hospital

Background: Regarding non-medical services o f hospitals, most of them have concerned and have made an efforts to managed it. But there were only a few studies on how it influenced on customers loyalty, comparing to medical services. Purpose: Then, this study was conducted to identify the influence of satisfaction with non-medical services on customers loyalty towards hospitals. Methods: The study subjects were 229 inpatients of a university hospital. The data were collected by a structured questionnaire from them. Results: As the results of hierarchical multiple regression analysis, adjusting with general characteristics and satisfaction with medical service, the explanatory power of satisfaction with non-medical services on overall customers’ loyalty was 2.2%, which was statistically significant in borderline. But the value was very lower than that o f satisfaction with medical services. Conclusions: In order to keep up with high level o f customers’ loyalty towards hospitals, it might be necessary to manage quality of medical service area primarily, but the importance of non-medical service areas should not be neglected because they might have a little but ’significant’ influencing power.