의료 서비스 품질의 공정성과 관계몰입이 고객충성도에 미치는 영향: 신뢰 조절 효과

Abstract

The purpose of this study is affecting the service satisfaction of the medical facility. The next step was to build on the theoretical foundation that customers could increase customer loyalty through word of mouth. In addition, the study determined the influence of distribution, procedure, and interaction characteristics, which are sub-factors of service fairness, on the decision to revisit the medical facility as well as analyzed the correlation of trust, emotional commitment, and computational commitment. The statistical package of SPSS 24 was used for the study subjects comprised of the surveyed users who have sought for dental, skin, plastic surgery, and ophthalmologic services, The results of this analysis show that there is a complex dynamic relationship between the users of medical services and medical institutions. Findings indicate that relationship commitment is important in service intention to revisit the medical facility and its services. In addition, trust is a strong moderator in intention to revisit, not only relationship commitment. This trust was found to play a role in changing the in the whole study, which is the main determinant of the frequency and intensity of the revisit inquiry.