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KMID : 0926620170220030088
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Korean Journal of Hospital Management
2017 Volume.22 No. 3 p.88 ~ p.104
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The Effects of Service’s Characteristics on Service Performance by Mediating Service Relationship Quality in Specialty Hospitals
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Cho Hyoung-Rae
Choi Chul-Jae
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Abstract
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The purpose of this study explains how service characteristics such as service competence, service customization, interpersonal communication and image affect service trust and affective commitments and how service trust, affective commitment play a role in affecting risk-taking and service loyalty in specialty hospital. and then confirm the mediating role of relationship quality components such as service trust and affective commitment in the above path relation. For this purpose, the research hypothesis was verified by structural equation model analysis(SEM) using SPSS 21.0 and AMOS 20.0 statistical package.
The results of the study are as follows. First, interpersonal communication influenced service trust, image influenced affective commitment, service ability influenced service trust and emotional commitment, while service customization did not affect any factor. Second, service trust and affective commitment did not effect each other. Third, service trust and affective commitment were more powerful in risk-taking than the influence on service loyalty. Fourth, Risk takings affected service loyalty. Therefore, marketers of special hospitals not only medical services by providing medical service with superior service ability, but also by always strengthening interpersonal communication at the time of providing services. This will enable consumers to overcome the avoidance in the service decision process and implement a specific service marketing strategy that can continuously use the hospital service.
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KEYWORD
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Specialty Hospital Service Characteristics, Service Trust, Affective Commitment, Risk-Taking, Service Loyalty
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