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KMID : 1235020120060010015
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Health Service Management Review
2012 Volume.6 No. 1 p.15 ~ p.25
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A Study on Customer Segmentation by Usage Value of Dental Service
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Jung Ok-Kyung
Park Cheol
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Abstract
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In line with people`s rising income on the back of economic growth, coupled with the changing demand and value environment, constant development in medical circles was not exceptional. In terms of consumer`s awareness of the medical service today has rather focused on health than treatment and furthermore it`s been understood the services to pursue the joyful and happy life. That is, the service which helps enjoy the safe and convenient living, in addition to the medical services to cure the disease. (Lee, Hoon-young, 2008) Amid such circumstance, the value which the clients consider the important becomes diverse. While the clients in the past mostly desire to have their illness treated, the clients today go to the dentist for more various purposes. If seeing the dentist was for the treatment of decayed tooth or cavity, visiting the dental clinic nowadays is for rather preventive treatment or esthetic treatment such as dental bleaching or cosmetic dental treatment. Interlinked with medical consumer`s desire for comfortable living, competition among the medical service providers has been increasingly growing. This study thus is intended to comprehensively view the circumstance to categorize the clients in terms of the consumption value before surveying the 222 medical service users on the characteristic importance, use pattern and population statistical difference. Consequently, the clients were categorized into three groups. depending on consumption value they had, which were "treatment-focusing group", "aesthetic treatment-focusing group" and "preventive treatment-focusing group" indicating a significant difference among three groups in terms of characteristic importance, pattern of medical service use and population statistical variations. Based on such experimental result, implications were evaluated for developing the medical service marketing strategy as well as the constraints of the current study together with the direction of the future study were recommended.
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KEYWORD
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Dental service, service utility value, categorization of the clients, service characteristic importance
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