의료기관 서비스품질이 고객만족을 매개로 충성도에 미치는 영향

Abstract

The purpose of this study was to identify the effect of the medical service quality components such as process, result, environment qualities perceived by medical tourists on the components of customer loyalty - reuse and recommendation intentions, via customer satisfaction. In order to achieve the purpose of this study we conducted the survey focused on the medical tourists from Russia and Central Asia who had used the medical institutions in Korea. To figure out the structural relationship among the variables for this study, we performed a structural equation model with a total of 255 sample data. The main results of this study are as follows: First, it was confirmed that all the components of service quality by medical institution had significantly positive effects on customer satisfaction. Second, customer satisfaction had significantly positive effects on the components of customer loyalty. Finally, this study provides theoretical and managerial implications of findings and suggests directions for future research.