의사의 커뮤니케이션 스타일과 환자의 성별이 환자의 구전 활동에 미치는 영향 분석

Abstract

The purpose of this study is to analyze the influence of the communication styles of doctors working in clinics. The moderating role of outpatient gender is also examined. In this study, doctors' communication styles in clinic are classified as 4 types: ‘Trust type’, ‘Control type’, ‘Co-operation type’, ‘Professional type’. The Trust type means communication between doctor and outpatient focuses on trust and amenity. Control type means doctors' relationships with outpatients are less personal, and more businesslike in manner. The Co-operation type is related to the kindness and co-operation of doctors to outpatients. The Professional type represents doctors' medical knowledge and skill in communication. The results of the study were as follows: First, only the Trust type of doctors' communication styles resulted in positive word-of-mouth from outpatients. Second, gender was found to have a moderating effect on outpatients' positive word-of-mouth for just two types of style; Co-operation and Professional. This study suggests that doctors' communication styles and outpatients' gender make an impact on outpatients' word-of-mouth both theoretically and managerially.