대형 및 중소병원간 고객접점별 만족도 차이 및 증진 전략

Strategy for Improving Client Satisfaction in Small-medium Sized Hospitals : A MOT Approach

Client satisfaction(CS) has played an important role in the assessment of health service quality. Thus client satisfaction management(CSM) has been highlighted as one of strategic management. Specifically, the client satisfaction approach by moment of truth(MOT) makes significant contributions to the settlement of bottlenecks on client satisfaction. This research deals with the two issues of client satisfaction in large, small and medium sized hospitals. With regard to CS, one issue is to examine the difference of patient satisfaction through MOT between them and the other derives a strategy for improving client satisfaction from the viewpoint of small and medium sized hospitals. We use the survey data for 4 large and 14 small and medium sized hospitals in 1998. Major findings of this research can be summarized as follows: first, in case of outpatients, small and medium sized hospitals have a comparative advantage on contact-points of preparation and accounts over large ones. Second, while inpatients in small and medium sized hospitals are very satisfied with the contact-point of accounts, they are dissatisfied with the contact-points of facilities and hospital rooms. Under the given budget and time constraints, the settlement of these bottlenecks could be effective strategies for improving their patients' satisfaction.