치과의료서비스에서 고객지향성이 관계의 질과 충성도에 미치는 영향에 관한 연구

Abstract

In The demand for medical services is significantly increasing every year due to customers’improved economy power and prolonged average life expectancy. Customers expect higher quality of medical services more than ever, and the market dominance has shifted from medical organizations to customers. That requires medical organizations to think and act in a customer-oriented. Based on previous research, this study investigates the effect of customer orientation on relationship quality (trust, satisfaction, and commitment) and customer loyalty using the data from 202 medical services customers. Results highlight the following five key points. First, customer orientation in service industries has a positive impact on customer satisfaction. Second, customer orientation in service industries has a positive impact on customer trust. Trust built between service employee-customer is fundamental to long-term and sustainable relationship with customers. Service provider’s customer orientation makes customer think the service provider is reliable and taking care of himself/herself, which in turn affect customer trust. Third, customer orientation in service industries has a positive impact on customer commitment. At the medical service encounter, perceived customer orientation of the hospital enhances the level of customer commitment and contributes not only to short-term profits but also to customer relationship. Fourth, relationship quality(satisfaction and commitment) has a positive impact on customer loyalty - the higher the medical service quality and service value, the higher customer loyalty. Lastly, customer trust was hypothesized to positively influence customer loyalty, but that was not supported. The important environmental elements of medical service organizations are climate for uninterrupted treatment and care and patient-doctor relationships. It takes quite a long time to build trust between medical service provider and customer so that longitudinal research is required. The result indicates customer satisfaction and trust have a significant impact on customer loyalty. This study provides managerial implications by highlighting “back to basics”principles to drive customer trust and satisfaction in the medical service context. Doctors should focus on customer relationships and personnel management as well as medical techniques.