Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
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The Effect of Servicescape and Human Service Quality on Patients' Internal Responses and Their Behavioral Intention in Dental Care Organizations

치과 의료기관의 서비스스케이프와 인적서비스품질이 환자의 내적반응 및 행동의도에 미치는 영향

  • Cheon, Mi Ok (Graduate School of Public Health, Inje University) ;
  • Kim, Jiwon (Department of Nursing, Gyeongju University) ;
  • Bae, Sung Yoon (School of Management, Inje University)
  • Received : 2017.01.21
  • Accepted : 2017.10.27
  • Published : 2017.12.29
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Abstract

This study was designed to analyze the effect of servicescape and human service quality on patients' internal response and their behavioral intention in dental care organizations. Self-administered survey questionnaires with structured instruments were developed, and a total of 226 responses were used for statistical analyses using SPSS Windows version 18.0 program and AMOS 18.0 program. Major findings of the study are as follows. First, among other servicescape components, air condition environment was found to have a positive effect on patients' cognitive and physiological responses, while signals and symbols had a positive effect on cognitive and emotional responses. Second, the competence, among other factors of the human service quality, had positive influence on cognitive and emotional responses, while customer understanding affected positively on emotional response. Third, none of the servicescape components showed a direct effect on patients' behavioral intention, but their influence was mediated by internal responses. However, customer understanding, among other human service quality factors, had a direct effect on patients' behavioral intention. Fourth, emotional response, among other internal response factors, proved to have positive influence on behavioral intention. Results from this study suggest that dental care service providers can increase their competitiveness and customer satisfaction by understanding and improving the most important areas of servicescape and human service quality.

Keywords

References

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