• Journal of dental hygiene science
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• v.16 no.1
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• pp.37-44
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• 2016

The purpose of this study was to reveal association between internal marketing and customer orientation. Internal marketing was composed of empowerment, educational training, reward system, internal communication and management support. We thought these factors affect to the consumer orientation. For this study, 191 dental hygienists in Busan, Ulsan and Kyungnam are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson's correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the mean of internal marketing behavior was 3.22 out of 5. In terms of sub-domain, educational training (3.88) is the highest, followed by empowerment (3.35), internal communication (3.10), management support (3.05) and reward system (2.79). Second, the internal marketing factors of internal communication, reward system orientation, management support, empowerment, and educational training had positive correlations with customer orientation (r=0.189~0.381). Third, the influencing factor in customer orientation were educational training (${\beta}=0.277$) and empowerment (${\beta}=0.276$), adjusted $R^2=0.202$. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.

• Journal of Distribution Science
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• v.12 no.2
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• pp.81-93
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• 2014

Purpose - Recent rapid environmental changes in the hospital industry are accelerating the spread of customer satisfaction management. Customers' desires have become diversified and advanced; in the past, customers tended to preferred popularized and standardized care, whereas they now prefer individualized and differentiated care, based on an increase in income. Specifically, this study tries to analyze the mediating effects of factors that affect the configuration portion of customer value and relationship quality (customer trust and relationship commitment) by investigating the impacts and configuration factor of customer value on relationship quality and determining how these factors impact customer loyalty directly or indirectly. Research design, data, and methodology - This study aims to determine the customer value factors that impact the perceptions of dental hospital customers, how these factors impact relationship quality and customer loyalty, and the causal relationship of these factors, and to verify the research model based on previous research. To increase the validity and reliability of the questionnaire, the authors of this study constructed basic questions using measurement tools already verified for reliability and validity in existing studies. In this study, customer value is defined as customers' recognizing value by exchanging goods or services and is measured using a five-point Likert scale using 19 questions about the 4-Ds, such as convenience value, quick service, response value, and trustworthiness. For each question, "very low" was set at 1 point and "very high" at 5 points. Customer trust, relationship commitment, and customer loyalty are also measured using a five-point Likert 5-point scale (1 = very low, 5 = very high) based on previous studies. Results - For customer value, trustworthiness and quick service are shown to have direct significant positive impacts on customer loyalty. For customer value and quality of the relationship (customer confidence and commitment), trustworthiness, response value, confidence value, and quick service are shown to have a significant positive impact on customer truth, in order of impact. For the relationship between customer value and commitment, quick service and response value are shown to have significant positive impact. Customer confidence has a very high positive influence on commitment. For the relationship between the quality of the relationship (customer confidence and commitment) and customer loyalty, customer confidence is shown to have more of an impact than commitment, in terms of a direct influence of customer loyalty. Commitment showed a positive impact on customer loyalty. For the relationship between customer confidence and customer loyalty, commitment showed a mediating effect. Conclusions - Many additional variables could apply; this study focused on customer value, quality of the relationship, and customer loyalty. In particular, there will be significant value in identifying the relationships among customer value, relationship quality, and customer loyalty by using impact factors for customer value; ensuring external validity by expanding denotation and applying the findings to other service industries; and undertaking continuous research. This study has limited generalization potential because the target for this survey was located only in the Seoul area.

• Journal of dental hygiene science
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• v.4 no.2
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• pp.61-73
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• 2004

In this study, I have analyzed domestic dental clinics which had introduced CRM for customer satisfaction management. The purpose of this study is to provide information for designing efficient CRM. I would suggest some strategies to carry out CRM as followed. First, promote long-term relationship with customers. Second, select a target patient group and classify customers. Third, set a systematic database up. Fourth, make various channels to communicate with customers. In addition, the following ways are essential to be successful in implementing CRM. First, strengthen the service provided at the Moment of Truth (MOT). Second, organize learning in hospital and all the staff should be customer-oriented. Third, perform systematic "internal marketing".

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.541-557
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• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.

• Journal of Digital Convergence
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• v.8 no.4
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• pp.137-150
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• 2010

This study is to investigate the effects of medical service quality and service value by relationship on customer behaviors. The empirical findings of this study are summarized as follows. First, the findings on effects of medical service quality on relationship quality showed that rise in medical service quality resulted in a significant rise in relationship quality. Second, the findings on effects of service value on relationship quality verified that rise in service value had positive(+) impacts on relationship quality. Third, the findings on effects of relationship quality on customer behaviors verified that relationship quality had significant impacts on customer behaviors. Lastly, the findings of relationship with medical service quality, service value, and customer behaviors verified that relationship quality served as a parameter. The findings from the above study show that dental medical institutions have to seek more differentiated and various service strategies, continue to develop consistent service methods to meet customer's expectation, and enhance the reliability of customers in dental medical institutions in order to maximize the results of customer behaviors.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.12
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• pp.5819-5826
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• 2011

Recently in the dental world, competition in the medical industry has been intensified due to the prolonged economic stagnation, the quantitative expansion of medical institutions, the enhancement of medical consumers'awareness of rights, and the diversity of medical consumer needs. Dental institution management of the difficulties is the requirement for dental institution to ensure competitiveness. So Word-of-Mouth marketing, which creates high marketing effectiveness with low cost, needs to be actively utilized as a new alternative to mass communication marketing. This research is to accurately grasp the target group of dental medical marketing activities through research on the degree of customer loyalty and Word-of-Mouth effects according to character trait of the patients visiting dental clinics, and to present the basic data for Word-of-Mouth marketing strategies from a viewpoint of practical business through presenting Word-of-Mouth promotion factors. To achieve this, questionnaire survey was conducted on 10 dental clinics located in Daegu for 4 weeks from April 11, 2011 to May 6, 2011 and 612 copies of responses to the questionnaires for final data for analysis were obtained. The results of the analysis are as follows. There were no significant differences in the degree of customer loyalty according to character trait of the subjects between the introverts and the extroverts, and the subjects with high market mavens propensity were found to show high degree of customer loyalty (F=5.243, p=.006). In the differences in Word-of-Mouth effectiveness according to character trait, there were greater differences in Word-of-Mouth experiences in the extrovert subjects ($x^2$=6.738, p=.006) and the subjects with high market mavens propensity ($x^2$=17.251, p=.000). The results of this research clarifies the degree of customer loyalty according to character trait of the patients visiting dental clinics and the differentiated influences of Word-of-Mouth effectiveness, and through this, they will become basic data for presenting ways to establish strategies from the viewpoint of practical business that should be considered in establishing dental medical marketing strategies.

• Journal of dental hygiene science
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• v.13 no.4
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• pp.359-368
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• 2013

This study aimed to evaluate conditions and performance of quality improvement (QI) activity in Korean dental hospitals. Twenty one representative dental hospitals in Korea were selected by the selection criteria. A questionnaire was implemented to measure awareness, perceived needs, educations, conferences, works, activating/obstructive factors and satisfaction related to QI activities. Satisfaction score range from 0 (lowest) to 5 (highest) among 329 dental hygienists who worked in the selected 21 dental hospitals. Implementation rate of programs on external customer satisfaction was the highest 59.9% in QI activities, and reduction of expenses (59.4%), Improvement in health care quality (58.7), risk management (52.8) were followed, while improvement in work efficiency (46.5) showed the lowest implementation rate. The most influencing factor accelerating QI activities was 'active participation of hospital workers' (54.7%), and 'effort to improve customer satisfaction' (44.7%) followed. The most influencing QI related obstructive factor was 'lack of QI-related manpower and support' (47.1%). A balanced development including QI programs with lower implementation rates is necessary. Encouraging participation of workers may be the most important in developing dental QI activities further.

• The Korean Journal of Health Service Management
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• v.4 no.1
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• pp.11-22
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• 2010

The purpose of this study is to approving the usefulness on Customer Satisfaction of Human Bridge. To achieve this purpose, we conduct a survey of 385 Customer to have a new operation analysis that so-called Human Bridge. The results of this study as follow. First of all, It's appeared that dependence on mass communication has a high level Because that Some 66% of the people surveyed say that they have Human Bridge operation by mass communication. Secondly, In case of satisfaction level connected with operation, some 66% of the respondents say that it is inconvenient or not at all in the Human Bridge operation and some 81% of the respondents say that it is very healthy or the same in the gum condition. On the other hand, Some 64% of the people surveyed say that it is inconvenient or extra comfortable in the masticate their's food well. Thirdly, In case of the level of teeth shaking, Some 90% of the people surveyed say that it is no change or small to contrast beginning, and in aesthetic satisfaction after operation, a surprising 93% of the people surveyed say that it is satisfaction.

• Journal of Korean society of Dental Hygiene
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• v.9 no.2
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• pp.207-220
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• 2009

This study researched into literature materials in order to utilize basic data on job importance in dental coordinator, and analyzed questionnaire on job importance in dental coordinator for about 2 months from August and September in 2008 targeting dental hygienists and other manpower for dental hospitals & clinics where are located in D region and neighboring region. The following are the results: 1. Dental hospital & clinics where dental coordinators work were surveyed to be totally 66.9%. Dental coordinators were indicated to be 71.1% as for dental hospital$^{\circ}{\S}$clinic(women), and to be 28.4% as for a case with none. There was significant difference according to final academic degree and working place(P<.001). 2. License holders(women) for dental hygienist as dental coordinator accounted for 39.8%. The opposite case accounted for 60.2%. A case of doing duty of dental coordinator given not dental hygienist was indicated to be high. There was significant difference according to working place(p<.01). 3. The task importance on job that a dental coordinator directly performs was indicated to be averagely 3.24, thereby having been recognized to be important. 4. As for the recognition on job importance according to working-year number, it was indicated to have higher recognition on task importance in the more working-year number regarding customer management(p<.01), organization management(p<.05), and self-management(p<.01). 5. Given seeing difference in recognition on task importance according to medical institution, it was indicated to be 3.34 for dental clinic and 3.25 for dental hospital. Thus, the task importance was indicated to be slightly high in a person who works for dental clinic. There was no significant difference. In light of the above results, in order to educate dental coordinator who can successfully perform a role at dental hospital & clinic, a dental hygienist is required who is equipped with dental-clinic career rather than a person without a major. A professionally educational program for dental coordinator needs to be developed. Even in a dental coordinator's task, there is necessity for the curricular development and the specialized education.

• Korea Journal of Hospital Management
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• v.22 no.4
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• pp.1-15
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• 2017

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.