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KMID : 0387320130230030281
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Korean Journal of Health Policy and Administration
2013 Volume.23 No. 3 p.281 ~ p.288
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The Impact of Hospital Selection Factors between Internal and External Customers on Hospital Image
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Lee Hyun-Sook
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Abstract
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Background: The purpose of this study is to grasp the factors forming hospital image and to measure evaluation of internal and external customers towards hospital choice factors.
Methods: This study is based 4 types of choice factor such as physical, human, accessibility, and connection. Data were assessed using 98 patients and 96 internal employees who work at A general hospital in Seoul and 116 patients and 97 internal employees at B general hospital in Chunkcheongbuk-do. Data were collected with self-administered questionnaires from February 17 to April 29 in 2012 and analyzed SPSS ver. 18.0 by using frequency, t-test, analysis of variance, correlation, and multiple regression.
Results: The results of this study show that factors affecting hospital image is significant different between internal and external customers of hospital A and B. Expecially the finding of this study will be applied to improve connection factors in administrative department of hospital for hospital image.
Conclusion: This study presents primary data for correct decision making to authorities of local hospitals that have concern about marketing strategy for hospital image.
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KEYWORD
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Hospital evaluation, Hospital selection factors, Hospital image, Internal and external customers
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