Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 3, pp.729-759
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2024
Received 02 Jan 2024 Revised 14 Mar 2024 Accepted 28 Mar 2024
DOI: https://doi.org/10.17287/kmr.2024.53.3.729

디지털 헬스케어 고객경험이 서비스 만족과 주관적 웰빙에 미치는 영향: 원격진료 서비스를 중심으로

정옥경 ; 이중원 ; 박철
(주저자) 수성대학교
(공저자) 충북대학교
(교신저자) 고려대학교
Effects of Customer Experience of the Digital Healthcare on Service Satisfaction and Subjective Well-Being: Focusing on Telemedicine Services
Ok-Kyung Jung ; Jungwon Lee ; Cheol Park
(First Author) Suseong University smallbaby21@hanmail.net
(Co-Author) Chungbuk National University d2ljw510@naver.com)
(Corresponding Author) Korea University cpark@korea.ac.kr)


Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

초록

본 연구는 Becker & Jaakkola(2020)의 고객경험 프레임워크를 바탕으로 디지털 헬스케어에서 고객경험에 영향을 주는 선행요인을 플랫폼 측면과 병원 측면에서 도출하고, 이러한 2가지 유형의 터치 포인트가 고객경험과 고객경험 결과에 어떠한 영향을 주는지 디지털 헬스케어 이용고객을 대상으로 실증해 보고자 한다. 또한 이러한 관계에서 고객의 역할(고객규정준수)에 따라 고객경험결과가 어떻게 달라지는지 검증해 보고자 하였다. 연구결과, 두 가지 유형의 디지털 헬스케어 터치포인트는 고객경험(인지/사회/정서)에 긍정적인 영향을 미치는 것으로 나타났으며, 고객경험은 서비스 만족에 긍정적인 영향을 주었다. 그리고 서비스 만족은 주관적 웰빙에 긍정적인 영향을 미치는 것으로 나타났다. 고객경험이 서비스 만족에 미치는 영향은 고객의 역할(고객규정준수)에 따라 달라질 것으로 예상되었으나, 인지적 경험이 서비스 만족에 미치는 영향의 관계에서만 고객규정준수의 조절효과가 나타났다. 이를 바탕으로 이론적, 실무적 시사점과 연구의 한계점을 제시하였다.

Abstract

In this study, based on the customer experience framework of Becker and Jaakkola (2020), major factors affecting customer experience in digital healthcare were derived from the platform and hospital aspects. And we would like to demonstrate how these two types of touch points affect customer experience and results among customers who use telemedicine among digital healthcare. In addition, we wanted to examine the moderating effect of how customer experience results vary depending on the customer role. The results of the study showed that the two types of digital healthcare touch points had a positive effect on customer experience (cognitive/social/emotional), and customer experience was found to have a positive effect on service satisfaction. Service satisfaction was ultimately found to have a positive effect on subjective well-being. In addition, it was expected that the impact of customer experience on service satisfaction would differ depending on the customer's role (customer compliance), but the moderating effect of customer compliance was found only in the relationship between the impact of cognitive experience on service satisfaction. Based on this, theoretical and practical implications and limitations of the study were suggested.

Keywords:

Digital Healthcare, Customer Experience, Telemedicine, Service Satisfaction Touchpoint, Customer Compliance, Stereotype Content Model (SCM)

키워드:

디지털 헬스케어, 고객경험, 원격진료, 서비스 만족, 터치 포인트, 고객규정준수, 고정관념내용모델

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2022S1A5B5A17048767)

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∙ 저자 정옥경은 수성대학교 자기주도스쿨에서 교양단위 조교수로 재직 중이다. 고려대학교에서 석사, 박사학위를 취득하였으며, 박사학위 취득 이후에는 고려대학교 창업경영대학원 강사로 재직하였다. 주요 연구분야는 디지털 헬스케어, 헬스케어서비스, 고객경험 등이다.

∙ 저자 이중원은 고려대학교 디지털경영학과에서 e-비즈니스 전공으로 석사학위를 취득하였으며, 고려대학교 기업경영학과 박사과정을 졸업하였다. 주요 관심분야는 E-Commerce 등이다.

∙ 저자 박철은 현재 고려대학교 융합경영학부 교수로 재직중이며, 서울대학교에서 경제학사, 경영학석사, 박사를 취득하였다. 주 연구분야는 디지털환경 하에서의 마케팅과 소비자행동, 비교문화적 마케팅연구 등이다.