| 정서적 애착을 고려한 전통 의료서비스의 이미지개선 및 신뢰구축 |
| 조철호 |
| 대구한의대학교 보건치료대학 의료경영학과 |
| Image Improvement and Trust Building of Traditional Medical Service Considered Emotional Attachment |
| Chul-Ho Cho |
| Department of Hospital Management, Daegu Haany University |
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| ABSTRACT |
Purpose:
This study intends to offer strategic implications that can be used in Korean medicine hospitals through analysis of causal relationship among factors focusing on image improvement and trust building.
Methods:
Differential model was introduced to test causal relationship. Questionnaire was developed, and data was collected and analyzed with Structural Equation Modeling.
Results:
Medical service has effects on image, trust, and CS. CS has an effect on trustworthiness, and trustworthiness has positive effect on loyalty intention and has negative effect on switching intention. Emotional attachment has moderating functions between trust and loyalty intention and between trust and switching intention.
Conclusion:
This study offers practical implications to relevant managers, at the same time it has limitations that omits relevant study of inducing factor for emotional attachment. |
| Key Words:
Korean Medicine;Medical Service Quality;Image;Trust;Customer Satisfaction;Emotional Attachment; |
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