산후조리원 서비스 구매의사결정 관련특성

Characteristics of Postpartum Care Center Service Use

Purpose: This study was aimed to investigate the characteristics of postpartum care center (PCC) service use. Methods: The participants were 121 women who visited outpatient clinic of women s hospital or a public health center in Busan and who had used PCC (44) and had planned to use (77). The instrument was self-administered questionnaire including general characteristics, and buyer decision process for PCC service. Results: More than 80% of participants perceived the PCC service was very important or important. The most important way of information acquisition was word of mouth (54.2%), and the most important consideration when they chose PCC was safety (39.9%). Only 13.6% of participants regretted after using PCC and 77.3% gave word of mouth after using PCC. Conclusion: Women considered safety as a key criteria when they buy PCC service, and actively utilized word of mouth. Therefore, PCC should try to improve the safety.