Kano모델과 Timko 모델을 이용한 의료소비자의 병원선택요인에 관한 연구

초록

The purpose of this study is to identify medical consumersʼ hospital selection factors in response to the rapidly changing environment of medical industry. For that purpose this study classified consumersʼ hospital selection factors into three categories such that human factors including expertise, reliability, empathy; system factor including, convenience, differentiation, efficiency; and facility factor including tangibility, accessibility, and location, based on the previous studies and the results of a preliminary survey of the patients of a small private hospital. The nine factors were further divided into 23 more specific attributes. Then, an online survey was conducted to measure the perceptions of the 23 attributes by the medical consumers over the age of 20. The analysis of the survey data using Kano model and Timko model indicated that 14 of the 23 attributes were classified as attractive factors, eight attributes were or classified as, one-dimensional factors, and one attribute, doctorsʼ educational background, was classified as indifference factor. Of the 14 attractive factors, ʻʻunique and differentiated services related to medical treatmentʼʼ and ʻʻdistance from home to hospitalʼʼ had the highest customer satisfaction coefficients. Of the eight one-dimensional factors, ʻʻkind treatment,ʼʼ ʻʻproviding adequate explanations,ʼʼ ʻʻaccuracy of diagnosis,ʼʼ and ʻʻcleanness of facilitiesʼʼ had the highest customer satisfaction coefficients as well as the highest dissatisfaction coefficients. The findings indicate that these six attributes are the most basic and most impactful attributes that hospitals must manage strategically to improve their service quality and attract more medical consumers to their hospitals.

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