서비스스케이프가 신뢰, 고객만족 및 재이용 의도에 미치는 영향: 의료서비스를 중심으로

Abstract

Recent research argues for the importance of healthcare servicescape and the need to evaluate services provided by healthcare institutions. It is very difficult for patients to assess the quality of healthcare services, and trust becomes an important factor in their evaluation. However, very few empirical work has been done to examine the impacts of servicescape and trust, despite their importance in healthcare. This research empirically studies the effects and relationships among servicescape, trust, customer satisfaction and reuse intentions. It shows that levels of trust and customer satisfaction depend significantly on servicescape. Trust is found to have a significant influence on customer satisfaction, but no significant influence on a patient's intention to reuse a service. These findings will contribute to the field of healthcare research, where very little empirical work has been done on the impacts of servicescape on trust, customer satisfaction and reuse intentions. Additionally, this research gives practitioners important feedback on patients' levels of trust and satisfaction with current healthcare services, as well as a clearer perspective on how to improve the two factors.