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KMID : 1235020160100040017
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Health Service Management Review
2016 Volume.10 No. 4 p.17 ~ p.29
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A study on the Effect of Local General hospital Selection Attributes on Hospital Image and Behavior intention
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Ha Jung-Bok
Baik Sang-Mi
Lee Heung-Youn
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Abstract
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This paper examined the correlation of the effect of the general hospital selection attributes on hospital image and behavior intention with the subject of potential users of general hospitals in Pyeong-taek City. The implications according to the study results are as follows. Positive hospital image-building affects very importantly on the costumers` selection of hospitals. Therefore, hospitals can hold a dominant position through marketing efforts for positive hospital image-building. It can be said that the factors that influence on positive hospital image-building are the hospital selection factors, which can also be criteria of hospital quality evaluation. Based on the previous researches, this paper composed a survey with the items that are to be standards of hospital selection factors or hospital quality evaluation. As a result of factor analysis, it can be said that the items were divided as follows: human factors(doctors` specialty and ability, kindness of medical staff and personnel); hospital and medical facilities (traffic convenience(hospital location), subsidiary facilities convenience(parking, cafe, banks, etc.), and hospital facilities and scale); tests and treatment (test fees, consultation fees, convenience with treatment procedure, hospital`s reputation and fame). Therefore, it is necessary that we should divide them into three dimensions such as human factors, hospital and facilities, and tests and treatment procedure and manage them, in order to manage the factors that influence on positive hospital image-building. It can be said that this is similar to the existing composition dimensions of hospital quality. As a result of analyzing the correlation between the factors that influence on positive hospital image-building and composition dimensions of hospital image, it was revealed that the most influential factor that was on hospital image, which are composed of specialty, public interest, integrity, and effectiveness, was human factors. Moreover, it was revealed that specialty was the most influential image factor on behavior intention which are composed of revisits, word-of-mouth spreading, and recommendation. Therefore, it is thought that local general hospitals should make marketing efforts to build the local customers` positive awareness of human factors such as especially, specialty and ability of doctors, and kindness of medical staff and personnel, in order to build an image of specialty that influences most on positive behavior intention.
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KEYWORD
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Hospital's Selection Factors, Hospital Image, Behavior intention
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