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KMID : 1002520160100040075
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Korean Journal of Health Service Management
2016 Volume.10 No. 4 p.75 ~ p.86
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The Effects of Perceived Medical Service Quality on Word-of-Mouth Intention
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Kim Jung-Hee
Park Chun-Man
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Abstract
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Objectives : This study empirically verified the effects of service provided by medical service providers on customer satisfaction and favorable word-of-mouth intention. Moreover, it measured the mediation effects of customer satisfaction in the relationship between medical service quality factors and favorable word-of-mouth intention and proposed implications in terms of marketing.
Methods : The research hypothesis was verified with a structural equation, and the Sobel test was used to analyze of customer satisfaction in the relationship between medical service quality factors and word-of-mouth intention.
Results : From the hypothesis verification results, physical and human factors among the quality factors of medical service affected customer satisfaction.Additionally,customer satisfaction interacted as a factor influencing favorable word-of-mouth intention.
Conclusions : Medical service providers should work to enhance the satisfaction of customers in terms of human and physical factors by providing quality medical service that is different from other providers and by improving the quality of medical service and the environment which could lead to effective word-of-mouth intention.
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KEYWORD
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Medical Service Quality, Word-of-Mouth Intention, Structural Equation Model
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