부정적 감정이 의료서비스 이용행동에 미치는 영향: 친밀감의 조절효과를 중심으로

초록

The demand for medical services is increasing with the increase in income levels, educational standards, and aging population. Medical service users are transforming from a passive, one-sided approach to active consumers who evaluate and choose their services. As consumer emotion becomes more important, customers who experience service failures and negative emotions will change usage behavior. Accordingly, this study examines the effects of negative emotions felt by users who experience a failure in medical services on the reuse and switching intention, and the effects of the effects of the familiar medical teams on the reuse and switching intention. The medical service failures were defined as those that underwent medical service procedures and procedures and felt unsatisfactory, and the survey was conducted on the users who experienced negative feelings due to unsatisfactory medical service failures. As a result of testing of the hypothesis, negative emotion affected the purpose of re-use negative effect, while positive effects were shown on the intention of switching. We also looked at the effects of the adjustment between negative feelings and the purpose of reuse and the intention of switching, the groups with high intimacy strongly influenced the purpose of reuse, and the groups with low intimacy had no impact on the intention of switching. The results of this study showed that users who experience medical service failures and feel negative emotions tend to switch between them and not reuse and not reuse. If there is a closeness to the service provider, it is intended to be reused, but the results are that closeness to the switching intention has no effect. It also suggests the importance of maintaining familiarity with the user in the health care industry.

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