연세대학 교 보건행정학과 The Impact of Hospital Selection Factors between Internal and External Customers on Hospital Image

Background: The purpose of this study is to grasp the factors forming hospital image and to measure evaluation of internal and ex-ternal customers towards hospital choice factors. Methods: This study is based 4 types of choice factor such as physical, human, accessibility, and connection. Data were assessed us-ing 98 patients and 96 internal employees who work at A general hospital in Seoul and 116 patients and 97 internal employees at B general hospital in Chunkcheongbuk-do. Data were collected with self-administered questionnaires from February 17 to April 29 in 2012 and analyzed SPSS ver. 18.0 by using frequency, t-test, analysis of variance, correlation, and multiple regression. Results: The results of this study show that factors affecting hospital image is significant different between internal and external customers of hospital A and B. Expecially the finding of this study will be applied to improve connection factors in administrative department of hospital for hospital image. Conclusion: This study presents primary data for correct decision making to authorities of local hospitals that have concern abou