• 제목/요약/키워드: Intention of solicitation

검색결과 3건 처리시간 0.015초

노인병원과 종합병원의 선택요인 및 환자만족도 분석 (A study for the factors on choosing hospitals and patients satisfaction between Geriatric Hospitals and General Hospitals)

  • 윤서중;유승흠;김영훈;이지전
    • 한국병원경영학회지
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    • 제9권2호
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    • pp.46-75
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    • 2004
  • This research anticipated on acknowledging the inpatients factors in choosing which hospital for the geriatric hospital and general hospital they would prefer to go to the analization of different factors in patients satisfaction, and the relation between satisfactory standards and the patients intentions on recommendation or re-visiting the hospital. The statistical data was based upon the 359 question and answer papers that were done by inpatients that were hospitalized in two geriatric hospitals and two general hospitals, and the methods used for analyzing were frequency, t-test, factor analysis, and hierarchical multiple regression. The results are as follows. 1. The factors on choosing hospitals between geriatric hospital and general hospitals were different. The priority for the geriatrics was kindness, and then considerate nursing, and the reliance of treatment. The patients of general hospitals looked first for reliance of treatment, reputation and history of the hospital, and the kindness of the staff. The kindness of the staff, good nursing, and easy procedures were the primary factors of choosing geriatric hospital. 2. The four primary factors in choosing which hospital patients would go to were the predominance of the facilities, kindness and convenience, the reliance and proximity of medical treatment, and recommendation. The patients in the geriatric hospital first looked for kindness and convenience, second the reliance and proximity of medical treatment, third predominance of facilities, and last recommendation. The general hospitals main priority was the reliance and proximity of medical care, second predominance of facilities, kindness and hospitality, and last recommendation. 3. The satisfaction rate was higher in the geriatric hospital compared to general hospitals, but the satisfactory of factors were very similar. Patients in the geriatric hospital were pleased with the hospital staffs kindness, quick nursing and the improvement of inconvenient matters, and clear diagnosis of the doctors. The general hospital patients were satisfied with the hospital staffs clear explanation and accurate diagnosis 4. The analysis in the satisfactory factors turned out to be the environment of the hospital, kindness of the staff, and convenience. Both the patients of the geriatric hospital and general hospitals were very pleased with the kindness of the hospital staff. Ranking second and third was convenience and service for the geriatric hospital, and environment of the hospital and convenience for the general hospital. 5. According to a rank of multiple recurrent analysis of the patients satisfaction and the intention of re-visiting in addition to intention of solicitation, in the case of a geriatric hospital, when the intention of re-visiting is the dependent variable, the first stage shows that the less insurance the patient has, the higher was the intention of re-visiting. In the second stage, the more satisfied the patient is of the staffs kindness, the higher was the intention of re-visiting. Further more, when the intention of solicitation is the dependent variable, the first stage shows that not all the independent variables were significant, but the second stage shows that the more satisfied the patient is of the staffs kindness and the hospital along with the medical treatment expenses, the higher was the intention of solicitation. 6. In the first stage of a rank of multiple recurrent analysis of the satisfaction of the general hospital and the intention of re-visiting, not all the variables were significant, but in the second stage, all the satisfaction by factors were significant. Moreover, when the intention of solicitation was the dependent variable, the first stage shows not all the variables were significant, but in the second stage, all the satisfaction by factors were significant. That is to say, in the case of a general hospital, the satisfaction of the hospital and the medical treatment expenses were high, and the more satisfied the patient is of the hospitals environment and the staffs kindness, the intention of re-visiting and the intention of solicitation was higher.

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브랜드 가치 유형과 카피 유형에 따른 광고제작 전략: 화장품 브랜드를 중심으로 (Ad Production Strategies According to Brand Value and Copy Type: Focusing on Cosmetic Brands)

  • 유승엽
    • 산업융합연구
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    • 제21권1호
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    • pp.33-42
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    • 2023
  • 본 연구는 화장품 브랜드의 가치 유형에 따라 가장 효과적인 광고 카피 전략을 제시하고자 하였다. 이를 위해 3(브랜드가치)×3(카피유형) 요인설계를 사용하여 실험연구를 진행하였다. 연구결과 첫째, 럭셔리 브랜드의 경우, 독백형 카피가 가장 광고효과(광고태도와 구매의도)가 높게 나타났다. 둘째, 프리미엄 브랜드의 경우, 권유형 카피가 가장 광고태도가 높게 나타났다. 그러나 구매의도에서는 유의미한 차이가 없었다. 셋째, 매스 브랜드의 경우 대화형 카피가 가장 광고효과(광고태도와 구매의도)가 높게 나타났다. 이러한 결과는 화장품 브랜드의 가치 유형에 따라 카피를 유형을 차별화하여 사용하는 것이 효과적이라는 이론적 근거를 제공하였으며, 화장품 광고를 제작하는 실무자에게 카피 전략에 활용될 것이다.

성별의 차이에 따른 관계 중심 기부 방법 선호에 관한 연구 (Gender Differences in Consumers' Responses to Relationship-Based Giving)

  • 정혜욱
    • 디지털융복합연구
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    • 제19권10호
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    • pp.111-118
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    • 2021
  • 소비자들의 기부에 관한 관심이 증가함에 따라 이에 영향을 미치는 요소들을 연구할 필요성이 증대되고 있다. 본 연구는 기부자의 수가 급증하고 있는 기부 방법 중 하나인 관계를 통한 기부에 영향을 미치는 요소로 성별의 차이를 제안하였다. 연구 1에서는 남성보다 여성이 관계 중심의 기부 광고에 더 호감을 보이는 것으로 나타났다. 연구 2에서는 여성 소비자들을 각각 남성성과 여성성을 점화하는 방법을 사용하여 실제 기부 현장에서 용이하게 활용될 수 있는 방안을 제시하고자 하였다. 그 결과 여성성이 점화된 그룹이 남성성이 점화된 그룹보다 관계 중심의 기부 광고에 더 높은 기부 의도와 수혜자와의 상호작용 의도를 보였다. 본 연구는 그 동안 연구되지 않은 주제인 관계 중심의 기부 방법이 성별에 따라 선호도가 다르게 나타났고, 여성의 관계 지향적인 특성이 관계 중심의 기부를 선호하였다는 것을 확인하였다는 점에서 관련 연구자와 마케팅 실무자에게 중요한 의미를 제공할 것으로 기대한다.