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소비자가치에 의한 외래서비스 이용환자의 시장세분화에 관한 연구

Other Titles
 Market Segmentation of Outpatient Services on the based of Consumption Values in Hospitals 
 권진  ;  이선희  ;  손명세 
 Korean Journal of Hospital Management (병원경영학회지), Vol.2(1) : 96-113, 1997 
Journal Title
 Korean Journal of Hospital Management (병원경영학회지) 
Issue Date
This study was performed to analyze of market segmentation of outpatient services on the based of consumption values. Self-reported questionnaires of six hospital outpatients 600 were analyzed by six consumption values categories: functional values, social values, emotional value, rarity value, situational values, health related values. The main results of this research is as following; 1. The consumption values were significantly different in that sociodemographic characteristics. Especially, the more older aged group, farmer and married people, the more they preferred to functional value, social value, emotional value and rarity value than younger aged group and unmarried people. But in the cases of situational vaue, younger aged people and white-callar workers recognized more positively. Also, housewives, married people and female recognized more positively than white-callar workers, unmarried people and male. 2. In the results of CHAID analysis, market of general hospital were analyzed by 9 categories and major market were groups who ignored or were unconcerned about newness/classiness and preferred to nearness to residence. The market of university hospital were analyzed by 8 categories and major market were groups who considered to reliability/social reputation importantly. The market of corporate hospitals were analyzed by 8 and major market were group who considered to classiness/newness importantly. Therefore, above results show that health care market can be divided to various market by demand and market segmentation is very important for marketing strategy.
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Appears in Collections:
1. College of Medicine (의과대학) > Dept. of Preventive Medicine and Public Health (예방의학교실) > 1. Journal Papers
Yonsei Authors
Sohn, Myong Sei(손명세) ORCID logo https://orcid.org/0000-0002-4817-0127
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