외국인의 지각된 의료서비스품질이 고객만족과 재이용의도에 미치는 영향

Abstract

The number of foreigners visiting Korea, referred to as an advanced country of medical service, is gradually increasing. Korea has international competitiveness as it boasts high medical quality compared with relatively low cost and the number of foreign patients visiting Korea for the purpose of cosmetic surgery is dramatically increasing as Korean wave lead to the interest in cosmetic surgery of Korea. Therefore, the purpose of this study is to measure medical service quality of cosmetic surgery that has not been done yet through carrying out focus group interview, in-depth interview, and survey for foreigners who visit Korea for cosmetic surgery. Also, it is to verify the causality regarding what influence does such medical service quality of cosmetic surgery have on the customer satisfaction and reuse intention. Newly measured medical service quality of cosmetic surgery for foreigners in this study and outcome of the study provide the guideline beneficial for effective marketing strategy to attract foreign patients to medical institutions. Medical institutions are necessary to promote medical professionalism of cosmetic surgery based on newly measured medical service quality of cosmetic surgery and hire the staff who speaks foreign language for smooth communication. Such preparation is prospected to lead not only the promotion of medical institutions and creation of profit but also the advancement of domestic medical service industry of cosmetic surgery in perspective of nation.