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http://dx.doi.org/10.5762/KAIS.2010.11.12.4928

Analysis of the positive word-of-mouth, Quality of medical service and customer satisfaction of patients in dental clinics  

Yang, Hae-Young (Dept. of Dental Hygiene, Taegu Science College)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.11, no.12, 2010 , pp. 4928-4934 More about this Journal
Abstract
Dental health care in modern society has gradually been developing with patients'expectation, desire, and medical knowledge according to the changes in the medical industry. Dental marketing strategy is necessary to construct a better dental health environment in order to cope with customers' changes and desire. The purpose of this study was to evaluate the positive comments by word-of-mouth experience, quality of dental clinic service and customer satisfaction among dental patients. The study surveyed 5oo subjects being treated at 6 dental clinics in Seoul and Gyeonggi province. It was conducted from March 22 to April 9, 2010. The subject groups with a positive experience through word - of - mouth who had a perception about the quality of dental clinic service (p<.001) and customer satisfaction (p<.001) were higher than other groups who had no comments on their dental treatment and clinics. The results showed that there was a correlation(r=. 852, p<.001) between the positive comments by word-of- mouthabout the quality of dental clinics service and customer satisfaction. The perception of dental clinic service and patients' satisfaction with positive comments by word of mouth was highly recognized by older and more experienced patients of dental treatment. Therefore, the results suggest that empirical information on important factors about strategic marketing lead to positive comments by word of mouth experience for patients in dental clinics.
Keywords
Customer satisfaction; Positive word-of-mouth; Quality of medical service;
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