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KMID : 0904520150390010115
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Health and Medical Sociology
2015 Volume.39 No. 1 p.115 ~ p.131
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The Effect of Hospital Lobby’s Service Environment and Customers’ Internal Response on Hospital Image
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Bae Sung-Wan
Jin Ki-Nam
Jin Bo-Young
Lee Eun-Joo
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Abstract
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The purpose of this study to investigate the effect of hospital lobby’s service environment and customers’ internal response on hospital image. The sample of this study are 193 cases which were collected from two hospitals. Questionnaire survey period was from Oct. 22 to Nov. 8 in 2012. The collected data were analyzed using path analysis & hierarchical multiple regression analysis. The main findings of this study are as follows: 1. The perceptions of hospital lobby’s service environment influenced the hospital image. The internal design & staff services are turned out to be significant factors influencing the hospital image. 2. The effect of customers’ perception of hospital lobby’s service environment on hospital image was mediated through cognitive factor. These findings suggest that lobby needs to be considered as a important space which can be used for multiple purposes. Moreover the lobby can trigger the cognition process to result in the brand image.
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KEYWORD
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hospital lobby, servicescape, internal response, hospital image
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