Journal of dental hygiene science (치위생과학회지)

The Korean Society of Dental Hygiene Science (한국치위생과학회)
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Service Quality of Dental Institutes Measured by SERVQUAL Model and Intention to Re-visit

SERVQUAL 모형으로 측정한 일부 치과의원의 서비스 질과 재이용의도

  • Jun, Mee-Jin (Dept. of Oral Health, Graduate School, Chosun University) ;
  • Noh, Eun-Kyung (Dept.of Oral Health, Graduate School, Chosun University)
  • 전미진 (조선대학교 일반대학원 보건학과) ;
  • 노은경 (조선대학교 일반대학원 보건학과)
  • Received : 2010.01.08
  • Accepted : 2010.02.23
  • Published : 2010.02.28
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Abstract

The main purpose of this study was to identify the service quality of some dental clinics located in Gwangju and find an association between service quality and patient's intention to re-visit the same dental clinic. The search objects were 197 patients from five dental clinics, and data collected by self-administered questionnaire which was composed general characteristics, characteristics relating to visit of clinics, quality of service, patients satisfaction and intentions to re-visit. The used statistical analysis to find the association between quality of service and intention to re-visit was multiple regression analysis. This study looked at relations between quality of dental service, service satisfaction and intentions to visit again, and found that quality of service including six service areas had a statistically significant positive correlations with satisfaction and intentions of re-visit. When this study conducted a multiple regression analysis to identify variables that influence intentions of re-visit, it found that patients revisited the dental clinic only when quality of service was included. In conclusion, quality of service evaluated by patients influenced on their intention of re-visit and especially. Therefore, this study concludes that improvement in satisfaction and intentions of re-visit relies on Accessibility, that is, providing of medical information, consultant telephone, how delivery the dental medical system is. Service quality of dental institutes measured by SERVQUAL model and intention to re-visit.

본 연구는 치과 의료기관에서 인구사회학적특성에 따른 치과이용목적과 6개영역간의 서비스품질을 비교하고, 의료서비스 질과 환자만족도, 재이용의도간의 상관관계를 분석하여, 재이용의도에 미치는 요인을 파악하여, 광주지역 중 남구과 북구에 소재 한 치과의원 5곳을 선정하여 해당 치과의원에서 1회 이상 진료를 받은 경험이 있는 내원환자를 대상으로 2009년 6월 1일부터 7월 30일까지 설문조사를 실시하여 분석하였다. 1. 대상자의 특성 중 서비스품질, 만족도, 재이용의도와의 관련이 있는 변수는 연령, 수입, 학력수준 등이었다. 2. 의료서비스에 대한 품질, 서비스 만족도, 재이용의도 간의 관련성을 살펴본 결과 6개 영역의 서비스 질을 비롯한 서비스 품질은 만족도, 재이용의도와 통계적으로 유의한 양의 상관관계가 있었다. 3. 재이용의도에 영향을 미치는 관련요인을 파악하기 위해 다중회귀분석을 실시한 결과, 서비스질만을 포함했을 경우는 재이용의도에 서비스 질 영역 중 접근성이 유의하게 관련이 있는 것으로 나타났다. 서비스품질 영역과 만족도를 독립변수로 하여 재이용의도와의 관련성을 알아 본 결과 서비스품질의 접근성과 만족도가 유의한 영향을 미쳤고, 이외에도 연령이 유의한 영향을 미치는 것으로 나타났다. 결론적으로 치과이용 환자가 평가하는 서비스 질은 이들의 재이용의도와 관련이 있으며, 특히 접근성에 대한 서비스 품질이 유의하게 영향을 미침을 알 수 있었고, 이에 각 치과 의원의 접근성은 구강건강에 대한 전화상담, 의료정보제공, 병원 내외부의 의료전달정도가 환자만족을 높이고 재이용의도에 영향을 미친다고 의미한다. 또한 일차의료기관인 치과의원의 경쟁이 치열해지고, 선택 가능한 의료기관이 증가함에 따라 고객의 특성에 기초한 고객과 관련된 여러 자료 등을 DB화하여 관리가 필요하고, 고객의 요구사항 및 고객을 제대로 이해하고 다양한 채널을 통한 접점 의사소통을 함으로써 고객과의 관계를 설정하고 유지해 나감으로써 단골고객이 아닌 평생고객으로의 유도가 가능할 것이다.

Keywords

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