한국병원경영학회지 (Korea Journal of Hospital Management)

한국병원경영학회 (Korean Society of Hospital Management)
권호 표지

국내 의료서비스 마케팅 연구 동향 분석 - 마케팅 전략 요인과 성과 요인 관점으로 -

Analyzing Healthcare Marketing Research Trends in Korea - Focusing on marketing strategy factors and performance factors perspectives -

  • 배종진 (가톨릭대학교 서울성모병원 기획팀) ;
  • 박병태 (가톨릭대학교 보건의료경영대학원 겸 가톨릭보건의료경영연구소)
  • Jongjin Bae (Planning Team, The Catholic University of Korea, Seoul St. Mary's Hospital) ;
  • Byungtae Park (Graduate School of Public Health and Healthcare Management & Catholic Institute for Public Health and Healthcare Management of the Catholic University of Korea)
  • 투고 : 2023.11.20
  • 심사 : 2023.12.21
  • 발행 : 2023.12.30
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초록

Purpose: This study analyzed the research published in KCI-registered journals related to healthcare marketing for the last 27 years from 1995 to 2022 to identify academic research trends, the specificity of the healthcare field and to suggest future research directions. Methodology: A total of 213 articles were selected for this study, and a descriptive analysis of the period and journals was conducted, as well as the analysis of research topics and keywords from the perspective of marketing strategy factors and performance factors. Findings: A total of 213 articles related to healthcare marketing have been published in the last 27 years. The descriptive analysis showed a steady quantitative increase, but the STP field showed a decreasing trend, and many papers were mainly published in the Korean Journal of Hospital Management. According to the analysis of research topics and keywords, STP field will be hard to become an active research topic in the future, and even in the 7P field, only Product, People, and Process can be researched according to medical law regulations, and other factors such as PX & WOM, CRM, and the Internet fields are expected to be research topics. Implications: Through the analysis of research trends over the past 27 years, we were able to identify the specificity of the healthcare marketing field in Korea and suggest future research directions based on this.

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참고문헌

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