The Impact of Hospital Selection Factors between Internal and External Customers on Hospital Image
The Impact of Hospital Selection Factors between Internal and External Customers on Hospital Image
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内外部客户选择医院因素对医院形象的影响
DOI：
10.4332/kjhpa.2013.23.3.281
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发表时间：
2013
影响因子：
1.4
通讯作者：
H. Lee
中科院分区：
文献类型：
--
作者：
H. Lee
背景资料：本研究旨在掌握医院形象的构成因素，并测量内外部顾客对医院选择因素的评价。方法：本研究基于物理、人文、可达性和联系等4类选择因素。研究对象为首尔A综合医院的98名患者和96名内部员工以及忠清北道B综合医院的116名患者和97名内部员工。于2012年2月17日至4月29日采用自填式问卷收集数据，采用SPSS ver. 18.0采用频数、t检验、方差分析、相关分析和多元回归分析。结果如下：研究结果显示，A、B医院内部顾客与外部顾客在影响医院形象的因素上有显著差异。特别是本研究之发现，将应用于改善医院行政部门之连结因素，以提升医院形象。结论：本研究为关注医院形象营销策略的地方医院管理者提供了正确决策的基础数据。
Background: The purpose of this study is to grasp the factors forming hospital image and to measure evaluation of internal and external customers towards hospital choice factors. Methods: This study is based 4 types of choice factor such as physical, human, accessibility, and connection. Data were assessed using 98 patients and 96 internal employees who work at A general hospital in Seoul and 116 patients and 97 internal employees at B general hospital in Chunkcheongbuk-do. Data were collected with self-administered questionnaires from February 17 to April 29 in 2012 and analyzed SPSS ver. 18.0 by using frequency, t-test, analysis of variance, correlation, and multiple regression. Results: The results of this study show that factors affecting hospital image is significant different between internal and external customers of hospital A and B. Expecially the finding of this study will be applied to improve connection factors in administrative department of hospital for hospital image. Conclusion: This study presents primary data for correct decision making to authorities of local hospitals that have concern about marketing strategy for hospital image.