한국병원 의료서비스품질에 있어 지각된위험이 고객만족 및 재방문의도에 미치는 영향 - 카자흐스탄 고객 중심으로-

초록

Purposes: The purpose of this study is to examine the effects of health service quality and perceived risks of Korean hospitals on the satisfaction and revisit of Kazakhstanʼs customers. Among two classified groups: health service providers and health service receivers, this study aims to identify the effects of health service receivers in Kazakhstanʼs health service quality and perceived risks on customer satisfaction. Methodology: Hypotheses were developed upon the explanations on health service quality, perceived risks, customer satisfaction, and revisit, advanced by prior literature. A survey was conducted on the effects of health service receivers in Kazakhstanʼs health service quality and perceived risks on customer satisfaction and revisit. The proposed hypotheses were confirmed by examining validity and reliability of the collected data, followed by regression analysis. Findings: First, the five dimensions: reliability, responsiveness, assurance, empathy, and tangibles showed a positive correlation between the impacts of health service quality and customer satisfaction of Korean hospitals. Second, the physical risk, social risk, time-loss risk showed a negative correlation. Lastly, the relation between customer satisfaction and revisit showed a positive correlation. Practical Implication: Health service quality and perceived risks were identified to impose significant effects on Kazakhstan customers. The identified results suggest that Korean hospitals should implement management strategies based on the customersʼ satisfaction factor.

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