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KMID : 1235020090030020001
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Health Service Management Review
2009 Volume.3 No. 2 p.1 ~ p.11
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A Study on the Influence of Servicescapes and Nurse-Staff Related Service Qualities of Medical Institutions on the Behavioral Intention
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Ahn Sung-Sik
Lee Dong-Seong
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Abstract
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This paper conducts a research on how servicescapes (ambient conditions, spatial layout and functionality, signs-symbols and artifacts) and nurse-staff related service qualities (ability, reliance, customer understanding) have their influences on behavioral intention. Moreover, details of servicescapes (ambient conditions, spatial layout and functionality, signs-symbols and artifacts) and nurse-staff related service qualities (ability, reliance, customer understanding) differ as customers` situations vary. Based on these research results, if one manager of a medical institution adequately grasps and understands his/her hospital, and improves current problems by reckoning relative significances of servicescapes and nurse-staff related service qualities of which customers are aware, many developments are to be made in the strategic aspect of marketing, like consolidating medical competence through prioritizing investments.
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KEYWORD
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Servicescapes, Nurse and Staff Related Service Qualities, Customers` Situations, satisfaction, behavioral intention
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