Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Improvement of Service Quality in Medical Tourism by Combining Service Blueprint and AHP

서비스 청사진과 AHP의 결합에 의한 의료관광서비스 개선방안에 관한 연구

  • Hyun, Min-Cheol (Dept.of Business Administration, Jeju National University) ;
  • Cho, Boo-Yun (Dept.of Business Administration, Jeju National University)
  • Received : 2013.12.02
  • Accepted : 2014.04.10
  • Published : 2014.04.30
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Abstract

This study explores the way to improve service quality with the application of Service Blueprint and Analytic Hierarchy Process (hereafter, "AHP") in medical tourism. Service Blueprint has been widely accepted to identify the possible fail points in service delivery system, and AHP analysis has been recognized as beneficial method to rate relative importance in multi-criteria decision making process. We try to understand possible pitfalls to enhance Chinese medical tourists, and propose the priority in the resolution process. In the first step, we reviewed the extant literatures about medical tourism of South Korea, and built initial Service Blueprint. Experts who experienced service delivery process towards Chinese patients participated to review the proposed Service Blueprint in the second step. Thirdly, after extracting the possible fail points from revised Service Blueprint, we asked experts to guess the relative importance of Chinese patient by AHP methodology. Four domains (Arrival and Welcoming, Hospitalization, Process before, operations, and after surgery, Recovery and discharge) were emerged with detail criteria. Results show that operations and treatment is the most important domain not to lose Chinese patient's loyalty with following hospitalization process domain. Also, we suggest the priority among sixteen criteria to prevent service failure.

본 연구에서는 의료관광의 서비스청사진과 AHP분석기법을 적용하여 서비스 품질을 향상시킬 수 있는 방안을 모색하고자 한다. 서비스 청사진은 서비스 전달 시스템에서 발생 가능한 실패 요인을 식별하기 위해 널리 이용되고 있으며, AHP분석은 다 기준 의사결정 과정에서 상대적 중요성을 평가하는 유익한 방법으로 인정받고 있다. 중국 의료관광객 입장에서 경험 가능한 위험을 이해하고, 이에 대한 개선 과정에서의 우선순위를 제안하고자 한다. 이를 위하여 다음의 연구과정을 수행하였다. 첫 번째 단계에서 한국의 의료관광에 대한 기존 문헌을 조사하고, 서비스 청사진을 작성하였다. 두 번째 단계에서는 중국 환자들에게 서비스를 제공하는 과정을 경험한 전문가에게 제안된 서비스 청사진에 대해 검토를 요청하였다. 세 번째 단계에서는 검토된 서비스 청사진에서 발생 가능한 실수가능점을 추출하여, 이에 대한 우선순위를 파악하고자 하였다. 이 과정에서 중국 환자들이 느끼는 상대적 중요성을 추측할 수 있는 전문가를 대상으로 한 AHP방법이 적용되었다. 하위의 세부항목이 존재하는 4개의 단계(도착 및 환영, 입원과정, 치료 및 수술 과정, 회복 및 퇴원과정)에 대한 분석결과에서는, 치료 및 수술 과정이 입원과정 단계와 함께 중국 환자의 신뢰를 향상시킬 수 있는 중요한 과정이라는 것을 보여준다. 또한, 본 연구에서는 서비스의 실패 방지를 위해 하위의 16가지 기준 사이에서 개선되어야 할 우선순위를 제안하고자 한다.

Keywords

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