• The Korean Journal of Health Service Management
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• v.5 no.2
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• pp.23-33
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• 2011

The purpose of this study was to investigate the effects of a medical institution's brand equity on the users' trust and brand loyalty and further on price premium with trust and brand loyalty as the parameters. For that purpose, a survey was taken among 448 people that used service at university hospitals, general hospitals, and hospital in Busan. The results show that such brand equity components as the associated image of the brand and perceived quality had significant influences on relationships with trust with the latter having the greatest influences. Brand recognition, associated image of the brand, and perceived quality all had significant impacts on brand loyalty. The associated image of the brand had the biggest impacts, being followed by perceived quality and brand recognition in the order. Trust had positive impacts on brand loyalty according to the survey results about the quality of relationships with consumers, which suggests that medical institutions can increase their users' brand loyalty and intention for re-use by promoting their trust in them. While brand loyalty turned out to have statistical significance on the users' price premium, trust did not.

• Korea Journal of Hospital Management
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• v.28 no.3
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• pp.27-38
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• 2023

Objectives: This study explores the impact of age groups on social presence and trust among users of medical artificial intelligence chatbots. Furthermore, we investigate the existence of gender differences within these relationships. Method: We collected data through a survey from people who had interacted with general hospital chatbot services, either by making reservations or seeking consultations. Multiple linear regression analysis was conducted to examine the relationship between general characteristics of study population and social presence and trust of artificial intelligence chatbots. Additionally, we conducted stratified analysis to confirm the presence of gender differences within these relationship. Results: Among 300 participants, those aged 50 and older had higher social presence of artificial intelligence chatbots and greater trust of artificial intelligence chatbots (social presence, 𝛽=0.543, p=0.003; trust, 𝛽=0.787, p=0.000). In stratified by sex, women aged 50 and older had higher social presence and trust of artificial intelligence chatbots compared to those in their 30s age group (social presence, 𝛽 = 0.925, p=0.002; trust, 𝛽=0.645, p=:0.007). However, there was no statistically significant relationship between age and chatbot social presence and trust in men. Conclusion: This study demonstrates that advanced age plays a significant roles in users' social presence and trust in medical artificial intelligence chatbots. Futhermore, our findings reveal gender differences with women aged 50 and older showing the most substantial levels of social presence and trust. Therefore, it is expected that this finding can serve as valuable evidence to enhance the satisfaction of medical institution service users, offering crucial insights into the effective utilization of chatbot services.

• The Korean Journal of Health Service Management
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• v.7 no.3
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• pp.137-147
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• 2013

This study classifies the marketing mix of LASIK eye surgery clinics into 7Ps, examines the influence of each factor of 7Ps(product, place, price, promotion, process, people and physical evidence) on customer satisfaction, and investigates the effect of customer satisfaction on trust and relationship commitment. Survey of 500 patients who received surgeries in 3 eye clinics in Busan area was conducted through self-administered questionnaires, and, with this data, path analysis was performed to estimate the study model. Main result showed that, among 7Ps, product, price, promotion, people and physical evidence had significant positive effect on customer satisfaction which, in turn, had significant positive effect on trust and relationship commitment. Also, it was found that trust positively affected relationship commitment. This result would be considered helpful in medical institution's efforts to establish trust on customer satisfaction and maintain relationship commitment. It also implies that, in order to enhance competitiveness in increasingly competitive medical market, establishment of proper marketing strategy is urgently required where the determinants of customer satisfaction are effectively administered and ultimate relationship commitment of customers based on trust can be maintained and enhanced.

• Korea Journal of Hospital Management
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• v.24 no.3
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• pp.11-26
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• 2019

Objectives: The purpose of this study was to investigate the effect of the perception on the quality of nosocomial infection control on perceived risk, trust, and the intention to revisit among the medical consumers. Method: 361 patients and their guardians who were hospitalized in women's hospital, Gangnam-gu, Seoul, participated in this study. The data was analyzed using SPSS Statistics 21.0. Results: The perception on the quality of nosocomial infection control had a negative(-) effect on perceived risk, a positive(+) effect on trust, a positive(+) effect on the intention to revisit. The perceived risk had a negative(-) effect on trust, a negative(-) effect on the intention to revisit. The trust had a positive(+) effect on the intention to revisit. The perceived risk was partially mediated by the perception on the quality of nosocomial infection control and the intention to revisit, while the trust was fully mediated by the perception on the quality of nosocomial infection control and the intention to revisit. Thus, it indicated that the perceived risk and trust had dual mediated effects as well as full mediated effects in the relationship between the perception on the quality of nosocomial infection control and the intention to revisit. Conclusions: The nosocomial infection control can be an important factor to contribute to hospital management by attract the loyal medical customers, not just cost-expenditure. The nosocomial infection control can help hospital revenue and customer management strategy. Thus, it will contribute to the effective marketing strategy in the medical field.

• Journal of Korean Society for Quality Management
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• v.37 no.4
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• pp.87-99
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• 2009

Medical tourism is a contemporary phenomenon which has its root in both tourism and health service. Especially, Korea's medical tourism market has grown dramatically after activation of foreign patient attraction law. The purpose of this study is to find out which is the most influential factors among political, economic, relative and national image in case of Japanese tourists when they purchase Korean medical tourism. This study estimates the Japanese tourists' Trust in the Korean health service quality and tourism service quality. It means perception of medical tourism. The results are as follows; The political, relative and economic image not have any significant influences on tourism service and trust in health service quality. And just the national image has a positive influence on tourism service and trust in health service quality. Tourism service quality is related with trust in the health service quality. Trust in health service quality is only related with purchase intention of medical tourism. The implications of this study are: First, the national image factors such as thoughtfulness, high education and polite attitude should be utilized as a Korea medical tourism marketing strategy to differentiate itself from the other foreign country in Japan. Next, the differentiated national image in Japan will be the most important factors for Korean hospital and tourism companies to attract medical tourists.

• The Korean Journal of Franchise Management
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• v.7 no.1
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• pp.13-20
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• 2016

Purpose - In the past, the chain hotel chefs only serve food to their customers. However recently, the hotel chefs play a pivotal role in hotel including considering various customer preferences, safety and nutrition of food, and increasing profits through effective human resource management and inventory control. With the change of the chain hotel chef's' roles, pygmalion leadership, one of new leadership styles, focuses on the effect that leader's positive expectation let subordinates have motivation and more engage in work. This study investigates the effect of chain hotel chef's pygmalion leadership on leader trust and organizational trust. Research design, data, and methodology - This study was to investigate the structural relationships among chain hotel restaurant chefs' pygmalion leadership, hotel restaurant cooks' leader trust, organizational trust, and teamwork, and how leader trust and organizational trust play mediating roles in the relationship between pygmalion leadership and teamwork. In this model, pygmalion leadership includes 4 dimensions: Climate, Feedback, Input, and Output. Data were collected using self-administered questionnaire survey on cooks of Deluxe hotel restaurants located in Seoul and Gyonggi-Do. The samples for data analyses were 243 excepting unusable responses. Result - The findings can be summarized as follows: First, climate and feedback had a positive effect on leader trust, respectively. Second, feedback and output had a statistically positive effect on organizational trust, respectively. Third, leader trust had positive effects on organizational trust and teamwork. Fourth, organizational trust had a significant effect on teamwork. Conclusions - As a chain hotel chef treats his/her staffs sincerely, they will be more engaged in work by establishing trust in their leader. Ultimately, it leads to higher sales profit and customer satisfaction. In addition, a hotel can encourage chefs and other staffs to treat each other as if the student-instructor relations, not just commanding staffs. Then, cooks build up their trust to their leader and organization for its sustained growth and development, and the internal bond in organization including teamwork is strengthened. Therefore, to strengthen teamwork and organizational trust, there should be active communication, knowledge sharing, goal sharing, and cooperation between chefs and cooks.

• Korea Journal of Hospital Management
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• v.20 no.3
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• pp.1-12
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• 2015

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.

• Health Policy and Management
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• v.22 no.2
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• pp.183-206
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• 2012

Changing social conditions have resulted in a situation where elderly patients are no longer cared for by family and where medical care hospitals play a more prominent role. In this study, the unique elements of the medical service required from a long term care hospital were identified using conventional and exploratory analysis, and the causal relationship between medical service quality, relationship quality, and Revist intent was confirmed. The intermediary role and the quantitative importance of relationship quality (including trust and commitment) were also characterized. This study identifies the key points and indicators that the administrators of a long term care hospital can use to effectively plan their medical service offering in order to secure the commitment of customers through relationship quality. The theoretical indications of this study are set out below. First, four factors are selected as being the key elements determining service quality: medics, administrative service, healthcare environment, and subsidiary facilities. Second, it seems that medics, administration service, and the healthcare environment have some effect on the evaluations made in relation to trust and satisfaction (subsidiary facilities are not considered to be a key element). Third, patient satisfaction has a positive impact on trust and commitment and can be regarded as a key element for establishing connections. Fourth, commitment is likely to be strengthened when trust is significant. Fifth, as trust and commitment increase, revist intent strengthens. Lastly, this study illustrates how the levels of trust and commitment play a modulating role between patient satisfaction and revist intention. There are many practical indications from the findings of this study. First, the influences of medics, the administrative service, and the healthcare environment on trust and satisfaction vary. Especially, the healthcare environment is likely to be more important than medics. Accordingly, it is essential to establish an elderly-friendly environment, to improve a hospital's structure, and to maintain a clean environment. Second, medics must show compassion to their patients and be patient when providing explanations to elderly patients who often lack powers of concentration. Third, in order to establish patient trust, it is essential that medics provide an excellent medical service. Ultimately, these elements of relationship quality may strengthen the revist intention of elderly patients.

• Korea Journal of Hospital Management
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• v.22 no.3
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• pp.88-104
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• 2017

The purpose of this study explains how service characteristics such as service competence, service customization, interpersonal communication and image affect service trust and affective commitments and how service trust, affective commitment play a role in affecting risk-taking and service loyalty in specialty hospital. and then confirm the mediating role of relationship quality components such as service trust and affective commitment in the above path relation. For this purpose, the research hypothesis was verified by structural equation model analysis(SEM) using SPSS 21.0 and AMOS 20.0 statistical package. The results of the study are as follows. First, interpersonal communication influenced service trust, image influenced affective commitment, service ability influenced service trust and emotional commitment, while service customization did not affect any factor. Second, service trust and affective commitment did not effect each other. Third, service trust and affective commitment were more powerful in risk-taking than the influence on service loyalty. Fourth, Risk takings affected service loyalty. Therefore, marketers of special hospitals not only medical services by providing medical service with superior service ability, but also by always strengthening interpersonal communication at the time of providing services. This will enable consumers to overcome the avoidance in the service decision process and implement a specific service marketing strategy that can continuously use the hospital service.

• Journal of Convergence for Information Technology
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• v.11 no.2
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• pp.163-172
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• 2021

This study aims to establish a research model to analyze the structural relationship between the working environment of the elderly medical welfare facility workers, the trust of the manager, and the quality of service. As a result, first, it was found that there was a significant causal relationship among service quality in the working environment of the elderly medical welfare facility workers. Second, it was found that there was a significant causal relationship between the working environment and the trust of managers of the elderly medical welfare facility workers. Therefore, in order to achieve the goal of the elderly medical welfare facility and improve the quality of service, it is necessary to create a working environment and establish a trust relationship among members. In addition, in order to cultivate competency and provide high-quality services for the elderly medical welfare facility workers, managers need to understand the individual characteristics of members, and to assign duties according to roles, accurate division of duties and personnel management are required.