Journal of Korean society of Dental Hygiene (한국치위생학회지)
- Volume 8 Issue 4
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- Pages.79-88
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- 2008
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- 2287-1705(pISSN)
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- 2288-2294(eISSN)
A study on the effect of negative word-of-mouth of dental clinic patients
치과의료기관 내원환자의 부정적 입소문 전파에 관한 연구
- Yang, Hae-Young (Dept. of Dental Hygiene, Taegu Science College)
- 양해영 (대구과학대학 치위생과)
- Received : 2008.10.23
- Accepted : 2008.12.15
- Published : 2008.12.30
Abstract
This study was done to investigate the negative word-of-mouth style and effect of communication with negative word-of-mouth from dental clinic patients. Data were collected from 223 dental clinic patients living in Seoul and GyeongGi-Do. The study was collected from October 15th to October 29th, 2007 with self-recording questionnaires. The results of this study were as follows. First of all, in the characteristic of relationships category, subject who were negative word-of-mouth was more 'persuader person' than others. The results showed that the general characteristics of subjects was effective factor of word-of-mouth. Secondly, the behavior scale which was based of negative word-of-mouth was not suitable of the satisfaction of dental clinic service. This results meant the low satisfaction of dental services haven't relation with negative word-of-mouth. Thirdly, 33% of people who have complaints spread negative word-of-mouth. Finally, the main reason of dissatisfaction was long-waiting time for dental clinic service. The results showed the adjustment of dental clinic system and staffs service will prevent negative word-of-mouth spread.