Since the quality of people's lives to the pursuit of medical knowledge of the consumer, as the diverse needs of consumers has improved, there has been a change in the consumer-oriented provider-centric medical center, Hospitals are in the midst of the situation where it is even now competitive.
This study finds that users who take the medical service for the first time, what they count as an important factors. Also, they find what are important variables when users re-visit the medical institution. The purpose is to help the hospital management. They provide the basic data of hospital's marketing strategy by finding out experience and perceived overall service of patients' satisfaction if they would reuse and want to recommend to others.
In order to proceed with the study, based on literature, domestic and foreign research topics and related papers, journals, questionnaires were developed. Questionnaire were produced, distributed, collected and analyzed.
The outpatients who experienced a hospitalization were selected at random to conduct an questionnaire from a general hospital in Seoul. Distribute and collect from September 17, 2012 to October 17 2012 of period 20 days, excluding holidays. 200 of questionnaire were distributed and the questionnaire used in the final analysis was a total of 183. The collected data were processed using SPSS ver 12.0.
The analytical method is generally the nature of the subjects analyzed by frequency and percentage, Cronbach's Alpha values were used in order to verify the reliability of measured variables, the distribution analysis of measured variables in the statistical analysis techniques were conducted to calculate the mean and standard deviation.
According to general characteristics, T-test and analysis of variance was conducted to to see if there are differences between the factors of revisit and hospital visits motivation.
Descriptive statistics were analyzed about the motives of hospital choice and the motivation to choose the hospital for the first time. Lastly in order to analyze the impact on the recommendations of satisfaction with hospital services and reusing the hospital, regression analysis (simple and multiple) was carried out.
The results of this study are as follows. The motives that patients select higher general hospital for the first time are 'hospital reputation · trust', with the rank of ' · equipment, state-of-the-art' facilities, doctors 'high level', and the factors that patients reuse the hospital are 'doctors level, ' · equipment, state-of-the-art' facilities, with the rank of 'hospital reputation · trust'. The hospital will be built strategies according to the characteristics of high-impact factors based on management about medical institutions' 'state-of-the-art equipment and facilities', 'doctors' level, because of this, If patients are satisfied with the overall service provided by the hospital, they are willing to recommend the hospital to people around them.
Finally, this study can not be generalized to the average score of the nation's total hospital informing research because one general hospital in Seoul only participated so for the future, I would suggest that there should be more measurements to see the generalized results.