|
KMID : 1235020120060040049
|
|
Health Service Management Review
2012 Volume.6 No. 4 p.49 ~ p.64
|
|
|
A study on Ways of Improving Competitiveness of a Medical Institution using CS Portfolio
|
|
Han Yong-Jun
Kim Sung-Tack
Ahn Sung-Sik
|
|
|
Abstract
|
|
|
|
In this study, it was researched what attributes medical consumers consider as standards of their selections of a medical institution and how they evaluate importance of and satisfaction with attributes in selecting a medical institution. In addition, the purpose of this study is to provide implications on what marketing strategies a medical institution should formulate in order to improve its competitiveness on the ground of standards of evaluation of attributes medical consumers consider. For this purpose, importance of and satisfaction with attributes in selecting a medical institution were analyzed and studied through a CS portfolio. The result of this study presents that variables which can be revealed as core competency in each attribute, such as operation rooms in a medical institution, security of facilities in recovery rooms, retention of particular examination equipment relevant certain surgeries, kindness and abilities of doctors in charge, experience and medical treatment technologies of a medical institution, retention of appropriate professional manpower and medical techniques, overall awareness, reputation from people, use of latest medical equipment and medical technologies, and reliability of medical services, are placed in the first quadrant on the CS portfolio and show currently good outcomes. Thus, a medical institution should keep making efforts in these areas. The result of this study also show that other variables revealed as peripheral competency are mainly in the third quadrant of the CS portfolio and thus they should be gradually improved. On the ground of the results above, this study is intended to suggest ways of strategic marketing with which a medical institution can enhance satisfaction and loyalty of customers as well as improve its competitiveness.
|
|
|
KEYWORD
|
|
|
Attributes in selecting a medical institution, Personal services, Reputation, Geographic accessibility/Physical environment, Medical services, CS portfolio
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|
|