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These days, medical service quality and service value are regarded as important factor in successful hospital management. Generally, service quality affects service value, customer satisfaction and reuse intent in diverse service industries, and most of researchers agree to this conclusion. This study is designed to explore medical service quality factors in military hospitals and relationship among service quality, care value, patient satisfaction and reuse intention. Additionally, we explored roles of service value as moderating valuables in causal relationship. Through conclusion of this study, we could find that medical staff, medical facilities and administration service affected patient satisfaction directly and indirectly. Moreover we found that care value as service value was playing an important role as connecting bridge between medical service quality and patient satisfaction. In this case, as military hospital has special and different surroundings in comparison with non-military general hospital, relationship between patient satisfaction and reuse intent was relatively weaker than non-military general hospital. Through this study, in terms of service marketing, we intended to offer several significant implications to managers of related institutes and military hospitals.


These days, medical service quality and service value are regarded as important factor in successful hospital management. Generally, service quality affects service value, customer satisfaction and reuse intent in diverse service industries, and most of researchers agree to this conclusion. This study is designed to explore medical service quality factors in military hospitals and relationship among service quality, care value, patient satisfaction and reuse intention. Additionally, we explored roles of service value as moderating valuables in causal relationship. Through conclusion of this study, we could find that medical staff, medical facilities and administration service affected patient satisfaction directly and indirectly. Moreover we found that care value as service value was playing an important role as connecting bridge between medical service quality and patient satisfaction. In this case, as military hospital has special and different surroundings in comparison with non-military general hospital, relationship between patient satisfaction and reuse intent was relatively weaker than non-military general hospital. Through this study, in terms of service marketing, we intended to offer several significant implications to managers of related institutes and military hospitals.