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ISSN : 1229-8778
This study was an experimental study that was performed to examine action plan for establishment of effective consumer encounter strategy based on consumer sympathy modules. In this experiment, 48 patients in university hospital were divided into rational sympathy module group and emotional sympathy module group based on the information processing style and regulatory focus. Psychological matching patient encounter method that is fitted for the characteristics of the each sympathy module groups and a control group was taken place, and it was examined how much favorableness and happiness toward medical service were changed afterward. To ensure reliability and validity of scales used, data was analyzed with internal consistency and factor analysis, and analysis of variance (ANOVA) and Scheffe test were conducted for hypotheses testing. According to the results, Hypothesis Ⅰ(patients who were corresponded with a proper consumer sympathy module have more favorable medical service awareness than those who were not.) and Hypothesis Ⅱ(patients who were corresponded with a proper consumer sympathy module are higher patient happiness than those who were not.) were both supported. Patients who received a patient care method suited for sympathy module showed more favorableness in medical satisfaction and medical trust than patients who didn’t, supporting Hypothesis Ⅰ. Furthermore, patients who received a patient care suited for sympathy module showed higher patient happiness scale than the patients who did not, supporting Hypothesis Ⅱ, These findings showed that it is important to sympathize with consumers so as to increase consumer’s satisfaction, trust and happiness to medical service, and it points out that a customer encounter strategy which is psychological matching service suitable to consumer’s sympathy module is necessary. Finally, limitations of this study and directions for further studies are discussed.
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