Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Through a selection factor analysis of the local healthcare institutions Building complex medical services strategy

지방의료원의 선택요인분석을 통한 복합적인 의료서비스 전략 구축

  • 이진우 (충청남도 천안의료원) ;
  • 안상윤 (건양대 의과학대학 병원경영학과) ;
  • 이종형 (건양대 의과학대학 병원경영학과) ;
  • 이무식 (건양대 의과대학 예박의학교실) ;
  • 김광환 (건양대 의과학대학 병원경영학과)
  • Received : 2015.03.02
  • Accepted : 2015.05.20
  • Published : 2015.05.28
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Abstract

This study reviews equipped with enhanced capability of medical care, quality service, accessibility, and consumer awareness to be a competitive and representative local healthcare service provider with improved administrative efficiency. The method of analysis are ANOVA and Structural Equation Modeling. The results which revealed the significant difference among demographic factors in determining the preference or degree of satisfaction at medical service to select local healthcare institutions suggest that the close review on the needs of groups of major customers of local healthcare institutions are necessary when preparing the strategy of specialized medical service of local healthcare institutions. this suggests that both images would be important factors to secure the competitive advantage of local healthcare institution and therefore the strategy maximized the enhancement of medical service with embossed image of hospital to attract customers of medical service is needed.

본 연구는 접근성과 의료서비스 품질, 대외적 이미지를 높임으로써 향후 지방의료원이 지역 내 대표의료기관으로서 경쟁력을 확보하고 경영효율성을 향상시키는데 그 목적이 있다. 조사대상은 604명으로 하였으며, 분석방법은 ANOVA, 공분산 구조방정식을 실시하였다. 결론을 보면, 의료기관 선택요인에 대한 고객들의 만족도나 선호도가 인구통계학적 특성별로 유의한 차이가 있다는 결과는 앞으로 지방의료원이 의료서비스 전문화 전략을 수립할 때 주요 고객집단의 욕구에 대한 면밀한 검토가 이루어져야 할 필요가 있음을 시사하고 있다. 또한 지방의료원이 진료비 수준에 대한 치료효과와 타 의료기관에 비해 저렴한 진료비가 경쟁우위를 확보할 수 있는 중요요인으로 이에 따른 이미지 부각과 의료서비스의 질의 향상을 극대화하여 의료소비자들을 유인하는 전략이 필요하다.

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