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KMID : 0926620150200020057
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Korean Journal of Hospital Management
2015 Volume.20 No. 2 p.57 ~ p.71
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Mediating effect of trust in relationships between perceived quality of the medical service and hospital image and revisit intent
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Choi Chul-Jae
Cho Hyoung-Rae
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Abstract
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In this research, by confirming the path relation between the patient’s perceived quality of the medical service and their revisit intent, and by investigating the adjustment effect of the customer’s trust of the hospital between the quality of the medical service and the image of the hospital and the revisit intent, this research has the objective of presenting basic data and documentation for the establishment of both a positive hospital image to medical care customers and also a differentiated medical service marketing strategy. The deduced results of the research are as follows. First, the quality of medical service was shown to have a significant influence on the image of the hospital, and second, the quality of medical service was shown to have a significant influence on the revisit intent, but only on certain dimensions. Third, it could be confirmed that there was a partial adjustment effect on the customer’s trust of the hospital from the relationship between the revisit intent and the image of the hospital and its quality of the medical service. Finally, it was confirmed that the image of a hospital had a very significant influence on the revisit intent.
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KEYWORD
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medical service quality, hospital image, revisit intent, hospital trust
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