Journal of Preventive Medicine and Public Health

The Korean Society for Preventive Medicine (대한예방의학회)
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How Are Consumers, Service and Market Factors Related to Customer Loyalty in Medical Service? -Targeting the Medical Consumer in a City-

의료소비자, 서비스 및 시장 특성요인과 고객충성도와의 관계 분석 -1개 중소도시의 의료이용 경험자를 대상으로-

  • Lee, Sun-Hee (Department of Preventive Medicine, School of Medicine, Ewha Womans University) ;
  • Kim, Hyun-Mi (Department of Medicine, Graduate School of Ewha Womans University) ;
  • Kim, Ju-Hye (Department of Medicine, Graduate School of Ewha Womans University) ;
  • Ha, Gwi-Yeom (Department of Medicine, Graduate School of Ewha Womans University)
  • 이선희 (이화여자대학교 의학전문대학원 예방의학교실) ;
  • 김현미 (이화여자대학교 대학원 의학과) ;
  • 김주혜 (이화여자대학교 대학원 의학과) ;
  • 하귀염 (이화여자대학교 대학원 의학과)
  • Published : 2008.09.30
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Abstract

Objectives : This study was performed to explore customer royalty and the related factors. Methods : 900 households(a 1% sample) were randomly selected from the total population of K city located in Kangwon province. An interview survey was performed with using a structured questionnaire for the subjects(923 persons) who had used medical service during the year before the survey, and the survey was done September, 2002. Results : When comparing the relating factors related with customer royalty according to the sociodemographic characteristics, the older group showed a significantly higher level of recognition for service quality, service reputation, internal customers' attitudes and switching cost. The lower income group showed a higher level of recognition for service quality, service image and switching cost. The lower educated group showed a higher level of recognition for service reputation, service image and internal customers' attitudes. The higher educated group showed a higher level of recognition for perceived risk, and seeking variety. In addition, the expert group or the service and manufacturing workers group showed a higher level of recognition for service involvement. On multiple regression analysis, internal customers' attitudes, service image, service reputation, service quality, switching cost, and substitutability showed significant relations with customer loyalty. Conclusions : This study showed that customer loyalty was significantly influenced by service factors like internal customers' attitudes, service image, service reputation, and service quality, and by market factors like switching cost, and substitutability. The results of this study can be used as a baseline for developing strategies to create and keep customers with high loyalty.

Keywords

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