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KMID : 0363620100310020124
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Journal of Korean Oriental Medicine
2010 Volume.31 No. 2 p.124 ~ p.136
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Customers’ Utilization and Satisfaction in Oriental Medical Clinics
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Seo Young-Joon
Kang Shin-Hee
Kim Yeon-Hee
Choi Dae-Bong
Shin Hyun-Kyu
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Abstract
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Objective: This study aimed to examine the customers’ utilization of and satisfaction with oriental medical clinics in South Korea.
Method: The data for this study were collected from 1,208 patients of 391 oriental medical clinics through a mail questionnaire survey from September to December 2008. The collected data were analyzed by the frequency analysis and -test.
Results: The results of the study were as follows. First, the most important reason that patients used oriental medical services was to get both oriental and western medical services simultaneously, because they thought such approach would be more effective for treating their diseases. Second, two important reasons that patients visited oriental medical clinics were "the reputation of and trust in the oriental medical clinics" and "the recommendation of their family and friends". Third, many patients of the oriental medical clinics have concerns about the "high prices and the outcome of oriental medical services". Fourth, the most preferred oriental medical service was "acupuncture". Fifth, it was found that 75% of the respondents were satisfied with the services they had received. They told that the outcome of the care and the kindness of the clinics’ staff were very important factors that have an impact on their satisfaction.
Conclusion: The study results imply that oriental medical clinics have to make an effort to strengthen their reputation and trust in the community through the scientific validation of oriental medicine, differentiated services mixed with traditional value, customer relationship management, reasonable and acceptable price of the services, staff education, and continuous quality improvement.
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KEYWORD
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Customers’ utilization, satisfaction, oriental medical clinics
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