병원 서비스 체험요소가 고객과의 관계 및 우호적 구전에 미치는 영향

• 영문명: The Effects of Hospital Service Experience Elements on Customer Relationship and Favorable Word-of-Mouth: Focused on the moderating effect of self-determination
• 발행기관: 관광경영학회
• 저자명: 장태용 우승균
• 간행물 정보: 『관광경영연구』제23권 제6호, 243~266쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.11.30

영문 초록

The purpose of this study is to classify the experience elements of hospitals into 4 aspects and to examine whether each experience affects the quality of relationship between the hospital and customer, relationship commitment, and positive word-of-mouth. Based on the results of this self-determination moderating effect, this study intends to explore the implications of research in implementing proper medical service experience composition and customer relationship marketing. As the results, behavioral experience elements showed significant effects on the relationship quality and commitment. In addition, these experience elements showed a positive effect on word-of-mouth through the medium of relationship quality and commitment. As a result of analyzing the moderating effect of self- determination by classifying 2 groups, self-determination showed a moderating role as the more self-determined group showed a greater influence on positive word-of-mouth than the less self-determined group.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Experience Elements Relationship Quality Relationship Commitment Favorable Word-of-Mouth Self-Determination