한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제12권12호
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  • Pages.5819-5826
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  • 2011
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  • 1975-4701(pISSN)
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  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
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치과내원환자의 성격특성에 따른 고객충성도 및 구전효과 연구

A Study on Customer Loyalty and Word-of-Mouth Effect according to Character Trait of Patient in Dental Clinics

  • 양해영 (대구과학대학교 치위생과)
  • 투고 : 2011.10.26
  • 심사 : 2011.12.13
  • 발행 : 2011.12.31
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초록

최근 치과 의료계는 장기화된 경기침체와 인력 공급 증가 및 의료기관의 양적 팽창, 의료소비자의 권리의식 향상과 의료소비 욕구의 다양화에 기인하여 의료산업의 경쟁이 심화되고 있다. 이로 인한 치과 의료기관 경영의 어려움은 치과 의료기관의 경쟁력 확보를 위한 노력을 요구하고 있다. 따라서 적은 비용으로 높은 마케팅 효과를 창출하는 구전 마케팅을 매스커뮤니케이션 마케팅의 새로운 대안으로 적극 활용해야할 필요가 있다. 이에 본 연구는 치과내원환자의 성격특성에 따른 고객충성도 및 구전효과 연구를 통해 치과 의료마케팅활동의 표적 집단을 정확히 파악하고 구전촉진요소를 제시함으로써 실무적 관점의 구전 마케팅 전략방안의 기초자료를 제시하고자 한다. 이를 위해 대구 소재 10개 치과의원을 대상으로 2011년 4월 11일부터 5월 6일 까지 4주 동안 설문을 통해 612부의 최종 분석 자료를 얻었다. 분석 결과는 다음과 같다. 대상자의 성격 특성에 따른 고객충성도 차이는 내 외 성향에서는 유의한 차이가 없었으며 마켓 메이븐 성향이 높게 나타난 대상자에게서 높은 고객충성도를 보였다(F=5.243, p=.006). 성격 특성에 따른 구전 효과 차이는 외향형의 대상자($x^2$=6.738, p=.006)와 마켓 메이븐 성향이 높은 대상자($x^2$=17.251, p=.000)에게서 더 많은 구전 경험 차이를 나타냈다. 본 연구 결과는 치과내원환자의 성격 특성에 따른 고객충성도 및 구전효과의 차별적 영향력을 밝히고 있으며 이를 통해 치과의료 마케팅 전략 수립에 있어 고려해야할 실무적 관점의 전략 수립 방안을 제시한 근거자료가 될 것이라 사료된다.

Recently in the dental world, competition in the medical industry has been intensified due to the prolonged economic stagnation, the quantitative expansion of medical institutions, the enhancement of medical consumers'awareness of rights, and the diversity of medical consumer needs. Dental institution management of the difficulties is the requirement for dental institution to ensure competitiveness. So Word-of-Mouth marketing, which creates high marketing effectiveness with low cost, needs to be actively utilized as a new alternative to mass communication marketing. This research is to accurately grasp the target group of dental medical marketing activities through research on the degree of customer loyalty and Word-of-Mouth effects according to character trait of the patients visiting dental clinics, and to present the basic data for Word-of-Mouth marketing strategies from a viewpoint of practical business through presenting Word-of-Mouth promotion factors. To achieve this, questionnaire survey was conducted on 10 dental clinics located in Daegu for 4 weeks from April 11, 2011 to May 6, 2011 and 612 copies of responses to the questionnaires for final data for analysis were obtained. The results of the analysis are as follows. There were no significant differences in the degree of customer loyalty according to character trait of the subjects between the introverts and the extroverts, and the subjects with high market mavens propensity were found to show high degree of customer loyalty (F=5.243, p=.006). In the differences in Word-of-Mouth effectiveness according to character trait, there were greater differences in Word-of-Mouth experiences in the extrovert subjects ($x^2$=6.738, p=.006) and the subjects with high market mavens propensity ($x^2$=17.251, p=.000). The results of this research clarifies the degree of customer loyalty according to character trait of the patients visiting dental clinics and the differentiated influences of Word-of-Mouth effectiveness, and through this, they will become basic data for presenting ways to establish strategies from the viewpoint of practical business that should be considered in establishing dental medical marketing strategies.

키워드

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피인용 문헌

  1. Complex relationship between Hospital management performance and the degree of the regional competition (Focusing on the Regional Public Hospital) vol.13, pp.10, 2015, https://doi.org/10.14400/JDC.2015.13.10.405