• The Journal of the Korea Contents Association
• /
• v.16 no.5
• /
• pp.509-519
• /
• 2016

For the purpose of providing valuable marketing data to improve hospital management an assessment of customer friendly image towards local general hospitals in a city near from Seoul was carried out. The results are as follows. First, it was possible to measure & record the level of customer friendly image towards general hospitals & different regions. Second, a multiple regression analysis and AHP analysis showed that the expertise, continuity affected the customer friendly image of the hospitals but the reputation and economics showed relatively low score. This study contributes to make hospital strategy for local hospital marketing specialist showing that hospital should improve expertise and continuity to enhance medical customer friendly image of the hospital. In conclusion. this study results present primary data for correct decision making for authorities of local general hospitals who have concerns about increasing customer friendly image to improve hospital management.

• Journal of Convergence for Information Technology
• /
• v.8 no.4
• /
• pp.27-35
• /
• 2018

This study aimed to analyze the association among dental care consumers' responses to waiting time, hospital image, and patient satisfaction and provide basic data that could help qualitative waiting conditions management related to health care service. A survey was conducted from May 18 to June 20, 2016 in adults who had spent waiting time at dental hospitals or clinics, and the following conclusion was drawn: Hospital image was associated with the changes in reliance on dental care centers in case of long wait, the changes in reuse intentions, and the reservation system, and patient satisfaction was associated with gender, explanation of expected waiting time, the changes in reliance on dental care centers in case of long wait, the changes in reuse intentions, and the reservation system. The positive responses to waiting time was positively correlated with hospital image and patient satisfaction; the negative reaction to waiting time was negatively correlated with hospital image and patient satisfaction; and hospital image was positively correlated with patient satisfaction.

• The Journal of the Korea Contents Association
• /
• v.18 no.4
• /
• pp.516-529
• /
• 2018

The purpose of this study is to investigate the effect of perceived medical service quality by outpatient on hospital image, satisfaction, and re-use intention in a general hospital. A total of 176 questionnaires were administered to outpatients who presented to a S general hospital in Daejeon. The results of this study are as follows. First, medical service quality had significant effects on re-use intention, satisfaction, and hospital image. Second, the mediating effect of satisfaction on the relationship between medical service quality and re-use intention was not significant but the mediating effect of hospital image on the relationship was significant. Third, satisfaction and hospital image had significant effects on re-use intention. Consequently, this study verified the influence of perceived medical service quality by outpatient on hospital image, satisfaction, and re-use intention in a general hospital. Further, considering that hospital image, rather than satisfaction, mediates the relationship between perceived medical service quality and re-use intention, it suggests that much more general satisfaction is required in the marketing activities of hospitals.

• Journal of the Korean hospital association
• /
• v.20 no.4 s.183
• /
• pp.43-52
• /
• 1991

• The Journal of the Korea Contents Association
• /
• v.10 no.11
• /
• pp.304-317
• /
• 2010

The study was performed to measure structural relationship among service value, brand image, and royalty of patients in regional public hospitals in Korea. Based on the analysis, the study aims to establish strategic direction of the regional public hospitals. Through a review of related literatures, measurement variables were identified, and a path model was developed for the study. Five regional public hospitals were chosen, and questionnaire has been collected from 387 outpatients and 358 inpatients. The study found that service value has a positive direct effect on brand image, and brand image has a positive direct effect on loyalty. Based on the findings, it is desirable for the regional public hospitals should mange the issues with lower level of perception and those with bigger effect, and establish low pricing strategy with improving the quality of service they provide.

• Journal of the Korean Society of Radiology
• /
• v.16 no.6
• /
• pp.727-733
• /
• 2022

This study was conducted aiming at understanding types of the image of radiological technologists in private hospitals targeting university students majoring in radiology, and suggesting a strategy for improving the image of radiological technologists in private hospitals according to the categorized types. To achieve the foregoing objectives, this study applied Q methodology which is suitable for research of human subjectivity. With 31 university students majoring in radiology as a P-sample, this study employed forced distribution method with 20 Q-samples. Results show that the image of radiological technologist in private hospitals perceived by university students majoring in radiology was divided into three types as 'Unstable future type', 'Affirmative working atmosphere type' and 'Dissatisfied organizational system type'. This study understood characteristics of each type and is expected to be used as basic data for improvement of radiological technologists in private hospitals.

• The Journal of the Korea Contents Association
• /
• v.12 no.4
• /
• pp.373-379
• /
• 2012

This study surveyed the image of hospital emergency medical technicians with 122 emergency medical service providers (doctors and nurses) working at tertiary medical institutions in Daejeon and Chungcheongnam.do in order to provide basic materials for enhancing the status and professional image of hospital emergency medical technicians. According to the results of this study, the overall image was $3.27{\pm}0.34$, and by its sub.area, professional image was highest and role image was lowest. By item, 'Maintain a friendly relations with doctors' was highest, and 'Arrogant and negligent in job performance' was lowest. In order to enhance their image, hospital emergency medical technicians need to assume a sincere attitude toward patients and colleagues consistently, to strengthen their professionalism, and to carry out their duties and roles faithfully. What is more, the association should take proper measures and to establish the sound image of emergency medical technician as a professional through active campaigns and monitoring using mass media.

• Journal of the Korean hospital association
• /
• v.23 no.6 s.215
• /
• pp.14-24
• /
• 1994

• Journal of the Korea Society of Computer and Information
• /
• v.26 no.1
• /
• pp.189-199
• /
• 2021

This study examines the relationship between internal marketing, market orientation, patient satisfaction, and hospital image, and especially focuses on the effect of CEO's role on internal marketing at a local national university hospital. A survey was conducted using the convenient sampling technique and 222 questionnaires excluding unreliable replies were used in the final analysis for the hypothesis testing. SPSS 21.0 was used for the basic analysis of the collected data, and confirmatory factor analysis was performed for reliability and validity using AMOS 21.0. Path analysis was performed for the hypothesis testing. The results of this study are as follows: First, the role of CEO positively affects internal marketing. Second, internal marketing has a positive effect on market orientation, and leadership is the most influential factor of internal marketing. Third, market orientation has a positive effect on patient satisfaction and hospital image, which are non-financial organizational performance. Therefore, internal marketing plays a major role in improving market orientation, patient satisfaction, and hospital image, and it is identified that the activation of internal marketing depends on the support of CEO in hospitals.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.6
• /
• pp.319-328
• /
• 2019

One of the most important things for hospital managements is understanding the patients' needs. The aim of this study is to analyse the priorities of the factors influencing patients' choice for hospital with analytic hierarchy process (AHP), which can derive the relative importances of factors. With understanding the factors that influencing patients' choice for hospital, the proper methods to improve hospital reputation and health care quality could be determined. Among 12 factors, speciality of hospital, number of departments, staff kindness, doctor-patient communication, and patients' visit time were relatively more important and higher priority. Whereas, public transport accessibilities, hospital equipments, and parking lots were relatively less important and lower priority. These results could be used to improve hospital reputation and health care quality effectively. Therefore, the hospitals in Gwangju should consider the factors that influencing patients' choice and improve policies for hospital marketing strategies for better hospital reputations and health care quality.