Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Effects of Service-Orientation Perceived by Customers(Patients) of Small & Medium-Sized Hospitals on Relationship Commitment and Prosocial Behavior

중소병원 고객(환자)이 지각하는 서비스 지향성이 관계결속과 친사회적 행동에 미치는 영향

  • Received : 2017.08.01
  • Accepted : 2017.08.20
  • Published : 2017.08.31
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Abstract

The objective of this study is to understand the effects of service-orientation perceived by customers(patients) on relationship commitment and prosocial behavior, in order to suggest the direction necessary to establish the management strategies of small & medium-sized hospitals. The elements of service-orientation were composed of customer treatment, service failure recovery, and service standard suitable for the characteristics of small & medium-sized hospitals. In order to verify if the effects of three sub-factors of service-orientation on relationship commitment would cause prosocial behavior, the path analysis through AMOS was conducted. In the results of study, all the sub-factors of service orientation showed significant results, and also the relationship commitment and prosocial behavior showed significant effects. Based on such results, the implications and future research were suggested.

경쟁이 치열해진 의료 환경에서 중소병원 또한 환자 중심의 고객 만족은 불가피한 실정이다. 이에 본 연구는 중소병원 경영전략 수립에 필요한 방향성을 제시하고자 이용 고객(환자)이 지각하는 서비스 지향성이 관계결속과 친사회적 행동에 미치는 영향을 알아보는데 그 목적이 있다. 서비스 지향성의 구성요인을 중소병원의 특성에 맞게 고객 대우, 서비스 실패회복, 서비스 표준으로 구성하였다. 이때 서비스 지향성의 3가지 하위요인이 관계결속에 영향을 미처 친사회적인 행동을 유발하는지를 검증하기 위해 AMOS를 통해 경로 분석하였다. 연구 결과 서비스 지향성의 하위요인 모두 본 연구에서는 유의미한 결과를 보였으며, 관계결속과 친사회적 행동 또한 유의미한 영향을 미친다는 결과가 도출되었다. 이런 연구 결과에 근거하여 시사점을 제시하고 미래 연구를 제안하였다.

Keywords

References

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