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KMID : 1143520130010010095
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Journal of Korean Society of Oral Health Science
2013 Volume.1 No. 1 p.95 ~ p.106
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A Comparative Analysis on Factors for Selecting Dental Care Institution Type - focused on dental hospitals in the region of Busan -
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Park Hyun-Min
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Abstract
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The purpose of this study is to investigate influencing factors for selecting dental care institutions, and to suggest implications to develop differentiating strategies for each level of institutions. Data were collected from 334 customers of three level of dental institutions, dental clinic, dental hospital, and dental department in university hospital, located in Busan using structured self - administered questionnaire. The collected data were analyzed with SPSS 12.0 program.
Major result of the analysis is as follows : First, medical service among selecting factors has been found to be a significant affecting factor on customer satisfaction only in dental hospitals among three level of dental institutions. Second, the effects of selecting and customer satisfaction factors on re-visit and by word of mouth effect is varied according to level of dental institutions. In terms of re-visit intention, customer satisfaction in dental clinic and dental department of university hospitals, and customer satisfaction and medical service factor in dental hospital are found to be significant affecting factors. Above result imply that customer relationship strategy based on customer attributes must be sought to improve customer loyalty and suitable marketing and competitive strategies for each level of dental institution is needed.
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KEYWORD
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Dental care institution, Customer satisfaction, Re-visit, By word of mouth effect
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