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KMID : 0926620170220040001
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Korean Journal of Hospital Management
2017 Volume.22 No. 4 p.1 ~ p.15
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The Effect of Servicescape and Human Service Quality on Patients’ Internal Responses and Their Behavioral Intention in Dental Care Organizations
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Cheon Mi-Ok
Kim Ji-Won
Bae Sung-Yoon
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Abstract
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This study was designed to analyze the effect of servicescape and human service quality on patients' internal response and their behavioral intention in dental care organizations. Self-administered survey questionnaires with structured instruments were developed, and a total of 226 responses were used for statistical analyses using SPSS Windows version 18.0 program and AMOS 18.0 program. Major findings of the study are as follows. First, among other servicescape components, air condition environment was found to have a positive effect on patients' cognitive and physiological responses, while signals and symbols had a positive effect on cognitive and emotional responses. Second, the competence, among other factors of the human service quality, had positive influence on cognitive and emotional responses, while customer understanding affected positively on emotional response. Third, none of the servicescape components showed a direct effect on patients' behavioral intention, but their influence was mediated by internal responses. However, customer understanding, among other human service quality factors, had a direct effect on patients' behavioral intention. Fourth, emotional response, among other internal response factors, proved to have positive influence on behavioral intention. Results from this study suggest that dental care service providers can increase their competitiveness and customer satisfaction by understanding and improving the most important areas of servicescape and human service quality.
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KEYWORD
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Servicescape, Dental Clinic, Human Service Quality, Internal Response, Behavioral Intention
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