A Comparative Analysis of Korean and Chinese Consumers’ Evaluation for Medical Service

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 19권 / 2호 / 15 ~ 31페이지
· 저자명 : 이희정, 하연희

초록

Purpose: The goal of the present research is to identify common and different factors that lead to greater consumer satisfaction and revisit intention on medical service (e.g., seeing a doctor for illness or having any related medical tests) in China and Korea. Although much research explored Chinese consumers’ reaction to medical services in Korea, very little attention was given to their reaction to medical service in China. Based on the survey among medical consumers in these two countries, we identified dimensions of service quality for medical service and compared the effect of these dimensions on Chinese and Korean consumers’ satisfaction and revisit intention. Hence, the findings of this research provide useful insights for Korean medical service providers who consider entering Chinese medical market.
Research design, data, and methodology: This research used a survey questionnaire to compare differences between Chinese and Korean participants in terms of relevant factors to evaluate medical service. Factor analysis, t-test, Chi-square analysis, and multiple regression analyses were used to analyze the differences between Chinese and Korean participants’ evaluation of medical service.
Results: The results revealed that different factors have influence on evaluation of the two groups of medical consumers. In particular, we found that Korean consumers were less likely to care about the size of hospitals than Chinese consumers. Furthermore, the perceived price appropriateness had positive impact on Koreans’ satisfaction and revisit intention. In addition, they were satisfied with the price of medical service of small than large size hospitals. Unlike Korean consumers, however, Chinese consumers showed greater satisfaction with large than small size of hospitals. Furthermore, favorable evaluation on service process was not effective factor to increase their revisit intention. Instead, Chinese consumers took indirect factors into account, such as size and reputation of hospitals. Accordingly, these factors had significant influence on their satisfaction and revisit intention.
Conclusions: The present research provides useful insights for those who consider entering Chinese medical industry and extend its presence in distribution in medical industry. One of the major implications drawn from the finding is that a large size hospital with excellent reputation would be more likely to appeal to Chinese consumers who value for upscale medical service at premium price.

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