치과 병ㆍ의원 내원환자들의 긍정적 입소문 형성과 관련된 요인
A positive word-of-mouth and related factors among dental out-patients
양해영, 송근배, 안상헌, 진기남,
소속 상세정보
양해영 ( Yang Hae-Young ) - 대구과학대학 치위생과
송근배 ( Song Keun-Bae ) - 경북대학교 치의학전문대학원 예방치과학교실
안상헌 ( Ahn Sang-Hun ) - 동국대학교 의과대학 치과학교실
진기남 ( Jin Ki-Nam ) - 연세대학교 보건과학대학 보건행정학과
KMID : 0355420100340030346
Abstract
Objectives: The purpose of this study was to evaluate the effect of positive word-of-mouth referrals of dental clinic patients. The study hoped to discover positive word-of-mouth influences for actual dental marketing practices and find ways to apply the results in word-of-mouth marketing.
Methods: Data were collected from 320 dental clinic patients living in Seoul and Gyeong Gi-Do areas between October 15th and October 29th, 2007, using self recording questionnaires. A chi-square test, an independent t-test, and logistic regression analysis were applied to assess the effects of a positive word-of-mouth and related factors among dental out-patients.
Results: Age was positively related with experience of word-of-mouth. The tendency of opinion lead/pursuit was higher in the positive word-of-mouth group than in the negative group. The methods by which positive word-of-mouth messages were communicated included face to face encounters, telephone calls, e-mails, and via web sites as the most common. Factors that positively influenced word-of-mouth behaviors were age, tendency of opinion lead/pursuit, high satisfaction scores with their dentist, and the kindness of the dentist. The data showed statistically significant differences.
Conclusions: Not only can factors that positive influence word-of-mouth marketing strategy be used as a standard of classification for word-of-mouth marketing, but also, they can be used to increase the synergy with other dental marketing methods.
키워드
긍정적 구전;마케팅 전략;치과내원환자
dental-patient;marketing strategy;positive word-of-mouth
원문 및 링크아웃 정보
등재저널 정보