서비스 실패 상황에서 병원이미지와 서비스 관계가 고객반응에 미치는 영향에 관한 연구

초록

This study has the following three purposes. First, this study investigates how a service failure affects customer responses depending on the severity of the service failure under a hospital service management setting. Second, this study examines whether a positive hospital image mitigates customers' negative evaluations of a service failure. The third purpose of this study is to investigate whether the close relationship between a service provider and a customer alleviates the customer's negative evaluation of a service failure. In the process of pursuing these purposes, the interaction effect between a hospital image and a type of service relationship on customer responses is also examined. A survey including eight different scenarios was employed to collect data. The results generate both academic and managerial contributions and implications. The results indicate a positive hospital image and the close relationship between a patient and a doctor mitigate the negative evaluation of a service failure. The interaction effect between a hospital image and the type of service relationship has been confirmed. This study has made academic contribution in that this is the first attempt to introduce the interaction effect between a hospital image and the type of service relationship to the hospital service management literature. Limitations and future research directions are also discussed.

키워드