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전미영 ( ) - 적십자간호대학
이여진 ( ) - 한양대학교 간호발전연구소
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Abstract
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The purpose of the study is to analyze the hospital image of inpatient and understand effectiveness that hospital image affects using intention on hospital later on, so that we preview basic data of hospital marketing strategies. Our subjects were 232, inpatient in H-university hospital.
The major results are as follows ;
1. Total hospital image score is 3.28.
Image on hospital reputation, hospital convenience, nurses, and medical equipment were above average score of total hospital image. Image on doctors, consultation hours, non-medical staffs, hospital services, and hospital environment were below average score of total hospital image. Especially hospital services and hospital environment are the lowest of the other hospital images in H-university hospital. So these images are regarded as barrier factors.
2. Images on hospital services and medical equipment affected client´s intention to recommand H-university hospital to others(x2=21.962, p(.000).
Considering above results, H-university should continue public relations on hospital reputation and hospital convenience. And quality management of hospital service will be carried out to doctors and non-medical staffs by H-university hospital.
In addition to above conclusions, we suggest as follows; First, it is necessary to confirm the constituent factors of hospital services and finding how these factors correlate quality level of hospital service. Second, further research is needed to be found in factors affecting quality level of hospital service, so that hospital service are individually offered to patient. Third, further research is need to develop quality management tool satisfying reliability and validity on hospital service.
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KeyWords
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병원 이미지, 마케팅 전략
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원문 및 링크아웃 정보
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등재저널 정보
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