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KMID : 1235020110050020001
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Health Service Management Review
2011 Volume.5 No. 2 p.1 ~ p.13
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A Study on the Effects of the Factors Affecting the Selection of Medical Institute on Perceived Risk and Switching Intention
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Lee Seung-Hyun
Kim Jin-Nam
Lee Gwang-Hee
Kim Sang-Man
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Abstract
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Consumer`s consciousness and needs are growing more and more interested in medical service. And a lot of medical institutions fiercely compete to service. Therefore, medical institution need to concern about consumer`s expectation and their perceived risk or they`ll get left behind. The purpose of this study is to determine of potential association between factors affecting choosing medical institution and consumer`s perceived risk, and between consumer`s perceived risk and intention consumer`s switching medical institution. The results of analysis were as below. First, the healthcare service quality had effect on the perceived risk. Second, the perceived risk had effect on the switching intention. This results can be used to help plan new marketing strategies.
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KEYWORD
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Hospital Selection Factor, Perceived Risk, Switching Intention
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