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KMID : 0387320000100020022
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Korean Journal of Health Policy and Administration
2000 Volume.10 No. 2 p.22 ~ p.40
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Determinants of Utilization Behavior and Satisfaction of Oriental and Western Medical Hospitals in Korea
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Park Sang-Tae
Lee Kyu-Sik
Lee Hae-Jong
Kim Chun-Bae
Cho Kyung-Sook
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Abstract
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The purpose of this study was to discuss marketing strategy for oriental hospital, by making a comparative analysis of how hospital user satisfaction was affected by hospital choice motivation between oriental hospital users and western hospital users. The data used in this study was the Korea Institute of Oriental Medicine(1999)´s study on utilization of oriental medical care. And an interview was held with outpatients who visited around March to April, 1999, at each an oriental hospital and a western hospital in Seoul and in Wonju city, Kangwon province.
The collected data were analyzed by SPSS program. The factor analysis of hospital choice motivation was made by figuring out each factor´s mean value, and T-test and ANOVA were employed to fin out what difference was made by sociodemographic characteristics to the factors. Also, the multiple regression analysis was carried out to examine what gave an impact on hospital user satisfaction.
The findings of this study were as follows:
First, as a result of making a factor analysis against hospital choice motivation to find out what kind of difference there was between oriental hospital user motivation and western hospital user motivation, for factors were selected: hospital characteristics, perception, personal and person factors. Among them, the hospital characteristics appeared to have the biggest effect of hospital choice motivation,
Second, as a result of making comparison between oriental hospital user satisfaction and western hospital user satisfaction, there was a significant difference between their satisfaction at treatment time, kindness and relative kindness against the other hospital. The oriental hospital users expressed more satisfaction at all the 6 items. The general satisfaction level combining 6 items turned out to have reliability of chronbach α=0.7126. As a result of examining how much the general satisfaction level depended on sociodemographic characteristics, that was found to be significantly affected by age, marital status, educational background or hospital type. Those who had a spouse or a lower educational background or the oriental hospital users got better score.
Third, the multiple regression analysis was made to find out what factors affected western and oriental hospital user satisfaction. As a result, the waiting time, experience of other medical facilities and hospital characteristic variable were identified as key factor on which western hospital user satisfaction depended.
In conclusion, the oriental hospital users expressed more satisfaction than the western hospital users. Then the characteristic factor played a significant role in user satisfaction, which included hospital facilities, kindness of herb doctor and employees, or hospital reputation of credibility. In order to raise hospital user satisfaction, it seemed necessary to pay more attention to hospital characteristic factor rather than to perception factor.
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KEYWORD
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Western Medical Hospital Care, Oriental Medical Hospital Care, Hospital Utilization Behavior, Patient Satisfaction
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