| 메디컬 스킨케어 이용시 고객에 대한 서비스 품질이 고객 만족도 및 재방문 의도에 미치는 영향 -성인 남녀를 중심으로- |
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김승희, 김주연 |
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| Research Paper : Effects of Service Quality Awareness by Adult Males and Females Medical Skin Care Customers on Customer Satisfaction and Intent of Revisit -With Focus on Adult Males and Females- |
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Seung Hee Kim, Ju Youn Kim |
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| Abstract |
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The study is intended to know how service quality awareness by medical skin care users effects on customer satisfaction and their intents of revisits under the following hypotheses. To verify the above hypotheses, a survey was conducted for total 251 people including males and females between the age of 20 and 50 who visit one of four dermatology clinics or general skin specialists in Seoul through direct visits after explaining the intent of the study. First, service quality of medical skin care will impact on customer satisfaction. Second, customer satisfaction by medical skin care users will influence on intents of revisits. Third, medical skin care service quality will affect intents of revisits. 1) demographically the respondents had high distribution of the ages between 20s and 30s and 86.1% females of them. Medical skin care was visited mainly by female customers. Educational level was usually above college graduation, while married respondents were 57.7% of the total. Major vocations included office and administrative jobs, and income between 1 and 2 million won was 32.7%. 2) First, the hypothesis `Service quality will influence on customer satisfaction` was tested as that the factors of service quality had significant influence on customer satisfaction such as skin specialists(t=4.437, p<.001), doctors(t=4.314, p<.001), and facility and environment (t=3.643, p<.001). 2) Second, for the hypothesis `Customer satisfaction will affect intents of revisits`, the test showed that customer satisfaction had positive impacts on intents of revisits (t=22.150, p<.001) and the higher customer satisfaction, the bigger intents of revisits. Furthermore, satisfaction on a skin specialist (t=6.780, p<.001), satisfaction on a doctor (t=3.853, p<.001), and satisfaction on a clinic (t=3.870, p<.001) had positive impacts in the order; especially the first had the most influence on intents of revisits. 3) Third, the test on the hypothesis `Service quality will impact on intents of revisits` resulted in positive effects of skin specialists (t=4.022, p<.001) and doctors (t=3.262, p<.01) on intents of revisits. The higher service quality provided by skin specialists or doctors, the higher the intent of revisits increases. ; Nevertheless, as the study is restricted due to the limited survey area in Seoul downtown, the fewer samples of male respondents, and insufficient control of factors such as clinic environment or intimacy between customers and staffs, it was difficult to drawn on significant statistical results. Any future study can expand this study to improve customer satisfaction further. |
| Key Words:
Medical Skin Care, Service Quality, Customer Satisfaction, Intent of Revisit |
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