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KMID : 0926620110160030115
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Korean Journal of Hospital Management
2011 Volume.16 No. 3 p.115 ~ p.132
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The Effect of the Medical Service Quality and Emotion on Perceived Value - Focused on Moderating Effect of Regulatory Focus Theory-
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Seol Sang-Cheol
Park Jong-Hwan
Jang Tae-Yong
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Abstract
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Prior research in medical service field have mainly focused on service quality, satisfaction, and choice attributes of hospital. However, a little research has been done on "Which service quality attributes are more preferred by customer motivation(customer regulatory focus)". This study examines how regulatory focus affects the structural impact relationships of service quality and emotion(quiescence) on perceived value in medical service context. Especially, this research draws the moderating effects of regulatory focus between medical service quality, emotion, and perceived value. The Results were summarized as follows: The relative impacts of medical service quality on customer emotion are different depending upon the regulatory focus. Hospital reputation is shown to be more important factors in prevention-oriented customer, while physical environment is the case in promotion-oriented customer. The relative impacts of medical service quality and emotion on perceived value are different depending upon the regulatory focus. Hospital reputation, convenience, and accessibility are shown to be more important factors in promotion-oriented customer, while physical environment is more important in prevention-oriented customer. Also, emotion has a positive influence on perceived value in prevention-oriented customer, whereas the effect of emotion is not significant in promotion-oriented customer.
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KEYWORD
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regulatory focus, medical service quality, emotion, perceived value
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