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KMID : 0926620120170030083
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Korean Journal of Hospital Management
2012 Volume.17 No. 3 p.83 ~ p.98
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IPA(Importance Performance Analysis) of Hospital Choice in Internal and External Customers
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Lee Hyun-Sook
Lee Hae-Jong
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Abstract
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The purpose of this study is to investigate IPA(Importance Performance Analysis) of the hospital choice factor between internal and external customers at S general hospital. This study was used 5 types of choice factors such as physical, interpersonal, accessibility, connection, and image. This study was used Importance Performance Analysis which can be applied to identify the strengths and weaknesses attributes from hospital customers’ viewpoint. The sample was selected 116 patients and 97 internal employees for S hospital in Seoul. Data were collected with self-reported questionnaires from April 1 to 29 in 2012 and analyzed by paired t-test, scatter plot graph. The result of the study was that the perceptional gaps between internal and external consumers were existed in physical, connection and image factors, except interpersonal, accessibility. The“Keep up the good work”quadrant was interpersonal factor, and the“Low Priority”quadrant was accessibility. The findings of this study will be applied to make hospital strategic decision making and to improve marketing service quality in administrative department of hospital.
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KEYWORD
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Hospital choice factors, Importance Performance Analysis, Internal and external customers, Perceived importance & performance
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