몽골 종합병원 충성고객의 병원선택에 영향을 미치는 요인

Background: The purpose of this study was to identify factors influencing on hospital choice of the general hospital among customers with loyalty in Mongolia. Methods: This study was divided into 5 types of hospital choice factor such as physical, human, efficiency, accessibility, and hospital image. Data were assessed using 229 patients who visit at a general hospital in Mongolia. The collected data from June 20 to July 20 in 2020 were conducted the self-administered questionnaires and analyzed frequency, t-test, ANOVA, and logistic regression by using SPSS 25.0. Results: The level of education was significant in the mean difference of customer types by demographic characteristics. Expecially, factors affecting hospital choice of loyalty customers were human and hospital image. Conclusion: This study suggests that it is necessary to understand present and potential consumer’s needs, wants, and demands. Also, it is important to concern about aspect of marketing strategy of the general hospital in Mongolia.