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KMID : 0926620160210040023
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Korean Journal of Hospital Management
2016 Volume.21 No. 4 p.23 ~ p.44
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The Effect of Organizational Culture Types on Service Quality and Customer Satisfaction in the Military Hospital Organizations
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Shin Dong-Sun
Lee Jae-Hee
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Abstract
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We conducted this research for the purpose of examining the effects of organizational culture on service quality and customer satisfaction in the military hospital organizations in Korea. The research samples were collected from employees in 12 military hospitals belonged to the Armed Forces Command. For the analysis we used SPSS 18.0 and AMOS 20.0 program for conducting reliability tests, confirmatory factor analysis, and structural equation model analysis in order to find the relationship between the variables analyzed. The result of this study shows that the military hospitals in Korea have strong relationship-oriented culture, but weak hierarchy-oriented culture. Among the three groups of military hospitals, innovation-oriented culture and relationship-oriented culture were the strongest in the executive agency hospital group, task-oriented culture was the strongest in the group of the he frontline hospitals and hierarchy-oriented culture was the strongest in the group of the rear area hospitals. It was found that the executive agency hospitals have the strongest service quality and customer satisfaction among the hospital groups analyzed. This research also found that relationship-oriented culture and innovation-oriented culture have a direct positive(+) effect on service quality; hierarchy oriented culture has a direct negative(-) effect on service quality; task oriented culture has a direct positive(+) effect on customer satisfaction, and service quality mediated between organizational culture and customer satisfaction. The findings from this study suggests that implementing the dynamic strategies for organizational culture with focus on service qualities is needed given that customer satisfaction in the military hospitals is highly affected by service quality.
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KEYWORD
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Organizational culture, Service quality, Customer satisfaction, Military hospital
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