서비스 제공자의 성별과 인적서비스 수준이 고객 만족, 순응도, 재이용의도에 미치는 영향 - 의료서비스를 중심으로-

초록

n healthcare services, customers in the treatment process often expose a part of their body to healthcare providers, which may easily cause a sense of shame and uncomfortable feeling. In such an uncomfortable situation, the service provider's' gender and the level of human service play a tremendously important role in customers’ evaluation of service quality. In this research, we take satisfaction, compliance, and revisit intention) as measures of customers' service evaluation. This study employed a combination of a scenario method and a questionnaire survey method. The research design was a 2(provider's gender; male vs. female) x 2(human services; good vs poor) between subject factorial design. Findings from the research showed that there are significant differences between the male and female respondents in terms of satisfaction, compliance, and revisit intention. Customers generally preferred the service provider with same gender. This gender difference was more prominent among female respondents. In addition, the level of human service had a significant effect on the respondents' service evaluation. The current study found significant interaction between gender and human service level in terms of satisfaction and reuse intention.

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