Korea Journal of Hospital Management (한국병원경영학회지)

Korean Society of Hospital Management (한국병원경영학회)
권호 표지

The Effect of Organizational Culture Types on Service Quality and Customer Satisfaction in the Military Hospital Organizations

군 의료기관의 조직문화 유형이 의료서비스 질과 고객만족에 미치는 영향

  • Shin, Dong Sun (Dept. of Public Health Graduate School of Gachon University) ;
  • Lee, Jae Hee (Dept. of Public Health Graduate School of Gachon University)
  • 신동선 (가천대학교 대학원 보건학과) ;
  • 이재희 (가천대학교 대학원 보건학과)
  • Received : 2016.08.23
  • Accepted : 2016.11.15
  • Published : 2016.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

We conducted this research for the purpose of examining the effects of organizational culture on service quality and customer satisfaction in the military hospital organizations in Korea. The research samples were collected from employees in 12 military hospitals belonged to the Armed Forces Command. For the analysis we used SPSS 18.0 and AMOS 20.0 program for conducting reliability tests, confirmatory factor analysis, and structural equation model analysis in order to find the relationship between the variables analyzed. The result of this study shows that the military hospitals in Korea have strong relationship-oriented culture, but weak hierarchy-oriented culture. Among the three groups of military hospitals, innovation-oriented culture and relationship-oriented culture were the strongest in the executive agency hospital group, task-oriented culture was the strongest in the group of the he frontline hospitals and hierarchy-oriented culture was the strongest in the group of the rear area hospitals. It was found that the executive agency hospitals have the strongest service quality and customer satisfaction among the hospital groups analyzed. This research also found that relationship-oriented culture and innovation-oriented culture have a direct positive(+) effect on service quality; hierarchy oriented culture has a direct negative(-) effect on service quality; task oriented culture has a direct positive(+) effect on customer satisfaction, and service quality mediated between organizational culture and customer satisfaction. The findings from this study suggests that implementing the dynamic strategies for organizational culture with focus on service qualities is needed given that customer satisfaction in the military hospitals is highly affected by service quality.

Keywords

References

  1. Hwang BD. Intention to medical facilities selection according to medical service experience of serviceman, Journal of The Korea Contents Association 2010;10(4):247-256. https://doi.org/10.5392/JKCA.2010.10.4.247
  2. The Armed Forces Command, 2013 Military Medical Deta; 2014.
  3. Kim YH. The relation of organizational structure and culture perception, conflict experience, commitmrnt of hospital employees in Korea [dissertation]. Seoul: Yonsei University; 2001.
  4. Choi KS, Cho WH, Lee SH, Nam JM. Structural modeling of quality, satisfaction, value and purchase intention in healthcare service, Korean J Prv Med 2000;33(4):426-435.
  5. Kim HG. A Study on the influence of organizational culture on customer orientation and organizational effectiveness, Public Policy Research 2010;17(2): 123-169. https://doi.org/10.1111/j.1744-540X.2010.00617.x
  6. Quinn RF, Cameron KS. Life cycle and shifting effectiveness criteria: A coalitional view of New organizations [dissertation]. New York: State University of New York at Albany; 1981.
  7. Quinn RF, Kimberly, JR. Paradox, planning, and perspective: Guidelines for managerial practice, Research in organizational changes and development 1984;JAI Press(5):295-313.
  8. Cameron KS, Quinn RF. Diagnosing and changing organizational culture: Based on the competing values framework, 3rd ed. San Francisco: Jossey- Bass: 2011.
  9. Ji YK, Youn TY, Kwon YJ. A Study on the enhancement of military medical system. Research Institute for Healthcare Policy; 2010;2:1-222.
  10. Jo HS, Lee SH, Cho WH, Chun KH, Moon OR. The relationship culture and organizational effectiveness at the general hospital. Korean J Prev Med 1999;32(3):374-382.
  11. Goo JG. The controlling effect of self leadership in leadership in relation between hospital organizational culture and organizational effectiveness [dissertation]. Gwangju: Chosun University: 2011.
  12. Kang HG. A study on the quality of medical social work influenced by organizational culture of hospital [dissertation]. Seoul: Younsei University: 2001.
  13. Lee MH. Relationship between organizational culture type and organizational effectiveness in hospital [dissertation]. Daegeon: Chungnam National University: 1998.
  14. Lee H. Relationship factor of organizational effectiveness in hospital [dissertation]. Seoul: Younsei University: 2003.
  15. Rondeau KV and Wagar TH. Hospital chief executive officer perceptions of organizational culture and performance. Hospital Topics 1998;76920;14-21.
  16. Bosch M, Halfens RJG, Weijden T, Wensing M, Akkemans R, Grol R. Organizational culture, team climate, and quality management in an important patient safety issues. Worldviews on Evidence-Based Nursing 2011;8(1):4-14. https://doi.org/10.1111/j.1741-6787.2010.00187.x
  17. You SY, Kim IS. A study on the relationship between nursing organizational culture of military hospital and organizational performance. J Korean Acad Nurs Adm 2005;20(1):1-32. https://doi.org/10.11111/jkana.2014.20.1.1
  18. Choi JA. The relationship between organizational culture and job satisfaction and commitment in military nurses [dissertation]. Seoul: Seoul University: 2006.
  19. Kim JH. A study on the culture and effectiveness of an organization [dissertation]. Gwangju: Chonnam University: 2010.
  20. Kwon HC. An empirical study on korean military organizational culture gap based on the competing values framework [dissertation]. Seoul: Hansung University: 2013.
  21. Kim HS. Military organizational culture impact on organizational effectiveness [dissertation]. Jeonnam: Sunchon National University: 2013.
  22. Kwon HS. A study on the influence of military leadership on leader effectiveness and organizational commitment [dissertation]. Daegu: Keimyung University: 2015.
  23. Gronroos C. A service quality model and its marketing implications, European Journal of Marketing 1984;18(4):36-44. https://doi.org/10.1108/EUM0000000004784
  24. Parasuraman, A., Zeithaml V, Berry L. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing 1988;64(Spring):13-40.
  25. Zeithaml, VA. Customer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing 1988;52(3):2-22. https://doi.org/10.2307/1251446
  26. Bolton RN, Drew JH. A Multistage model of customer's assessments of service quality and value, Journal of customer research 1991;17(4): 375-384.
  27. Tsai CY, Wang MC, Liao WT, Lu JH, Sun PS, Lin BY, et al. Hospital outpatient s of the physical environment of waiting areas: The role of patient characteristics on atmospherics in one academic medical center, BMC Health Service Research 2007;7(198):1-9. https://doi.org/10.1186/1472-6963-7-1
  28. Yang JH, Song TK, Chang DM. Effects of medical service quality on the customer satisfaction and intension of revisit in cancer patients. KJCA 2012;12(12):269-281.
  29. Rho MJ, Suh WS, Kwon J. Medical service factors associated with patient satisfaction: The difference between inpatient and outpatient of a mediumsized hospital. Journal of Digital Convergence 2013;11(2):331-339. https://doi.org/10.14400/JDPM.2013.11.2.331
  30. Donabedian A. Quality assesment and assurance: Unity of purpose, Diversity of means. Inquiry 1988;25(Spring):173-192.
  31. Woodside, A. G., Frey, L. L., and Daly, R. T. Linking Service Quality, Customer Satisfaction, and Behavioral Intension, Journal of Health Care Marketing 1989;9(4):5-17.
  32. Lytle, RS, Hom PW, Mokwa, MP. SERV*OR(A managerial measure of organizational serviceoriented, Journal of Retailing 1988;74(4):455-489. https://doi.org/10.1016/S0022-4359(99)80104-3
  33. Zifko-Baliga GM, Krampf RF. Managing perceptions of hospital quality: Negative emotional evaluations can undermine even the best clinical quality, Marketing Health Service 1997;17(1): 28-35.
  34. Ware Jr. JE, Snyder MK. Dimensions of patient attitudes regarding doctors and medical care service, Medical Care 1975;13(8):669-682. https://doi.org/10.1097/00005650-197508000-00006
  35. Babakus E, Mangold WG.(1992), Adapting the SERVQUAL scale to hospital services: An empirical investigation, Health Service Research 1992;26(6):767-786.
  36. Choi KS. Structural modeling of quality, satisfaction, value and purchase intention in health care service [dissertation]. Seoul: Yonsei University: 1999.
  37. Park JS, Yu SH, Sohn TY, Park EC. Consumer expectation and consumer satisfaction before and after health care service. Korean Journal of Hospital Management 2003;8(1):112-134.
  38. Han YJ, Oh KS, Lee HY. A study on the effects of perceived quality information of medical service on service satisfaction, trust, and behavior intension. Customer Satisfaction Management Review 2013;1(5):155-178.
  39. Park CW. Customer relationship management. Seoul: Chungram: 2014. pp. 59.
  40. Tse DK, Peter CW. Models of customer satisfaction formation: An extension, Journal of Marketing Research 1988;25(2):204-212. https://doi.org/10.2307/3172652
  41. Fornell C, Johnson MD, Anderson EW, Cha J, Bryant BE. American customer satisfaction index: nature, purpose, and findings. Journal of Marketing 1996;60(4):7-18. https://doi.org/10.2307/1251898
  42. Czepiel JA, Rosenberg LJ. Consumer satisfaction: concept and measurement. Journal of the Academy of Marketing Science 1977;5(4):403-412. https://doi.org/10.1007/BF02722070
  43. Oliver RL. Varieties of value in the consumption satisfaction response. Advances in Consumer Research 1996;23(1):143-147.
  44. Park MH, Cho HC. Reconceptualization and scale development of customer satisfaction. Asia Marketing Journal 1999;1(4):126-1551.
  45. Oliver RL. A cognitive model of the antecedents and consequences of satisfaction decision. JMR 1980;177(4):460-469.
  46. Ahn TS, Kim WJ. Impact of customer satisfaction on financial performance. Korean Accounting Review 2000;25(1):75-96.
  47. Yi YJ, Lee CL. The role of customer royalty variables in the effects of customer satisfaction on firm's performance, Korea Marketing Review 2007.;22(1):81-102.
  48. Chung MJ, Lee SC, Kwon OK. The moderating effect of competition in the customer satisfaction and financial performance, Korea Journal of Accounting Research 2011;16(2): 1-24.
  49. Kaplan RS, Norton DP. The experience and evolution of trust implication for cooperation and teamwork, The Academy of Review 1992;23(3): 531-549.
  50. Anderson EW., Fornell C, Lehman DR. Customer satisfaction, marketing share, and profitability: findings from sweden, Journal of Marketing 1994;58(3):53-67. https://doi.org/10.2307/1252310
  51. Jones TO, Sasser Jr. WE. Why satisfied customers defect. Harvard Business Review 1995;73(6): 88-91.
  52. Reichheld FF. Satisfaction: the false path to employee loyalty, Harvard Management Update 2001;6(10):3-5.
  53. Morgan NA, Rego LL. The value of different customer satisfaction and loyalty metrics in predicting business performance, Marketing Science 2006;25(5):426-439. https://doi.org/10.1287/mksc.1050.0180
  54. Yun JR, Jang JS, Moon SJ. The influence of hospital service quality on the satisfaction and intention to reuse in medical service user. Korean Journal of Resources Development 2008;11(2): 133-162.
  55. Koutromanis DA. Behavioral intentions in the full service restaurant industry: the effect service quality and organizational culture has on customers' intentions to return [dissertation], Florida: Nova Southwestern University: 2005.
  56. Lee JH. Analysing causal relationships among empowerment, organizational commitment and service quality based upon organizational culture of sports centers [dissertation]. Seoul: Sejong University: 2014.
  57. Han JH, Hwang WI. Employees' perception of organizational culture and organization commitment. Productive Review 1996;11(1):293-320.
  58. Seo BS. An effect of organizational culture on business performance in hotel enterprise. Journal of Tourism Management Research 2006;10(4): 45-77.
  59. Jeong JE, Park JS, Bahn SS. The moderation effect of the organization structure and organizational culture on management performance: based on non-profit organization. J TKES 2010;5(1):1-27.
  60. Meterko M, Mohr DC, Young GJ. Teamwork culture and patient satisfaction in hospitals, Medical Care 2004;42(5):492-498. https://doi.org/10.1097/01.mlr.0000124389.58422.b2
  61. Gillespie MA, Denison DR, Haaland S, Semerek R, Neal WS. Linking organization culture and customer satisfaction: results from two companies in different industries, European Journal of Work and Organizational Psychology 2008;17(1):112-132. https://doi.org/10.1080/13594320701560820
  62. Hopkins SA, Nie W, Hopkins WE. Cultural effects on customer satisfaction with service encounters, Journal of Service Science 2009;2(1):45-56.
  63. Johnson JW, Gustafsson A. Improving customer satisfaction loyalty and profit, San Francisco: Jossy-Bass; 2000.
  64. Chun JH. Measuring and evaluation of service quality for travel agency [dissertation]. Gyeonggi: Kyonggi University: 1997.
  65. Hwang DU, Park YA. A study on the influence of job satisfaction and customer-oriented attitudes of internal customers to perceived service quality, satisfaction, and loyalty of external customers. Turism Study 2014;29(5):55-75.
  66. Yang CB. A study on the effects of leadership types and service quality attitudes on the management performance in the knowledge service industry [dissertation]. Seoul: Konkuk University; 2012.
  67. Koo YW. A study on the effects of organizational culture and leadership on the organizational on the effectiveness [dissertation]. Gyeonggi: Yong-in University: 2005.
  68. Kim IY. The effect of medical institution's organizational culture, service and customer orientation on management performance [dissertation]. Seoul; Hoseo University: 2014.
  69. Im YI. A study on impact of service quality on relationship among customer satisfaction, commitment and royalty in medical service [dissertation]. Gyeonggi: Gachon University: 2013.
  70. Kim JK. A study on the comparison of service quality measurement models in management consulting and their impact on corporate performance: SERVQUAL, SERVPERF and KS-SQI Model [dissertation]. Busan: Dong-Myung University: 2013.
  71. Go MS. A study on the impact of public service quality on customer satisfaction and organizational performance [dissertation]. Inchon: Inha University: 2014.
  72. Chahal H, Menta H. Developing patient satisfaction construct for public and private health care sectors, Journal of Services Research 2014;13(2): 7-30.
  73. Hur J. Following AMOS SEM easily of Hur-Joon. Seoul:Hannare Books: 2013.
  74. Song JJ. SPSS/AMOS statistics analysis method. 2nd ed. Gyeonggi:21C Books: 2014.
  75. Lee KS. A study on the effects of organizational culture on the transformational leadership and organizational effectiveness [dissertation]. Gyeonggi: Gachon University: 2012.
  76. Lim CS. A study on effects of organizational culture and chief executive leadership on the effectiveness of local government [dissertation]. Daegu: Keimyung University: 2009.
  77. Kim SH. A study on the impact of police organizational culture on police productivity [dissertation]. Seoul: Dong-guk University: 2004.
  78. Jarng IK. A study on organizational culture and organizational member's happiness: focusing on police organization [dissertation]. Jeonbuk: Jeon-ju University: 2010.
  79. Go DY. The effects of public organizational culture on organizational silence: focusing on the Korean coast guard [dissertation]. Seoul: Kyung Hee University: 2014.
  80. Park JS, Lee MS. The effect nursing organizational culture on job satisfaction and turnover internal in general hospital: The mediating effect of empowerment. The Korean Journal of Health Service Management 2011;5(3):1-11.
  81. Rondeau KV, Wagar TH. Hospital chief executive officer perceptions of organizational culture and performance, Hospital Topics 1988;76(2):14-21. https://doi.org/10.1080/00185869809596494
  82. Bryant S. Organizational culture of mississippi hospitals as perceived by laboratory professionals, Clinical Laboratory Science 2013;26(3):147-152.
  83. Wagner C, Mannion R, Hammer A, Groene Q, Arah OA, Dersarkissian M, Sunol R. The association between organizational culture, organizational structure and quality management in European hospital, ISQua 2014;26(51):74-80.
  84. Kim YH. The relationship of organizational structure and culture perception, conflict experience, commitment of hospital employees in Korea [dissertation]. Seoul; Yonsei University: 2001.
  85. Lee NG. A study on improvement of Korean executive agency's evaluation system and operation. Journal of Korean Governance Academy 2006; 13(3):79-111.
  86. Kim KS. The influence of organizational culture and empowerment of a hotel on the organizational effectiveness and service quality [dissertation]. Gyeonggi: Kyonggi University: 2003.
  87. Ahn KW. The relationship between organizational culture and service quality and the moderating effect of tenure. Journal of Korea Safety Management & Science 2010;12(4):215-221.
  88. Woo SK, Shim HS, Yoon EH. A study of hotel industry's organizational culture types on service quality. Hotel and Resort Research 2006;5(1): 203-218.
  89. Trivellas P, Dargenidou D. Organizational culture, job satisfaction and higher education service quality: The case of technological educational institute of Larissa, The TQM Journal 2009; 21(4):382-399. https://doi.org/10.1108/17542730910965083
  90. Kim MS. A study on the service quality, service satisfaction and loyalty of Inchon international airport [dissertation]. Gyeonggi; Kyonggi University: 2006.
  91. Yom YH, Lee IJ. Causal relationships among quality, service value, satisfaction and loyalty. J Korean Acad Nurs Admin 2010;16(4):497-506. https://doi.org/10.11111/jkana.2010.16.4.497
  92. Shim WG, Choi HG. The effect of organizational culture on job satisfaction, customer orientation and service delivery level in university. Creativity and Innovation 2014;7(2):191-224.
  93. Wang, IM. The relationship between service quality and customer satisfaction the example of CJCU library, Journal of Information & Optimization Sciences 2006;27(1):193-209. https://doi.org/10.1080/02522667.2006.10699686
  94. Cho CH. An effect of medical service quality on outpatients' care value, patient satisfaction and reuse intent in military hospital. Journal of the Korea Service Management Society 2009;10(4): 173-200. https://doi.org/10.15706/jksms.2009.10.4.008