Abstract
This study identifies the relationship between medical service quality in Cosmetic Surgery and customer trust and reveals the moderating effect of alternative attraction to this relationship. This data was collected through a written survey of customers who visited cosmetic surgery hospitals in Busan from October 10th to 30th, 2021. The survey participants were 151 customers who visited a hospital for the purpose of treatment or cosmetic operation. The data was analyzed using the following: SPSS version 25.0 and factor analysis, reliability analysis, correlation analysis and hierarchical regression analysis models. The results of these studies are as follows. First, the quality of medical services at cosmetic surgery affected customer trust. Second, It analyzes moderating effect of alternative attractiveness between outcome quality and customer trust. In conclusion, both interaction quality, physical environment quality, and outcome quality had a strong influence on customer trust. In addition, it is necessary to recognize the importance of alternative attractiveness and strive for competitive advantage. Through this study, practical implications for improving the quality of medical services and marketing can be provided.
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