Abstract
The purpose of this study is to measure IPA(Importance Performance Analysis) of the hospital choice factors between internal and external customers at rural general hospital. This study was used 5 types of choice factor such as physical, human, accessibility, connection, and external image. Also, this study was used IPA which can be applied to identify the strengths and weaknesses quality attributes from customers' viewpoint by simultaneously evaluating importance and performance. IPA was assessed using a sample of 98 patients and 96 internal employees who work at C general hospital in Chunkcheongbuk-do. Data were collected with self-administered questionnaires from February 13 to March 30 in 2012 and analyzed SPSS 18 by using frequency, paired t-test and scatter plot graph. The results of IPA show that "Keep up the good work" quadrant was human factor and "Low Priority" quadrant was physical and connection factors between internal and external customers. The finding of this study will be applied to improve human service quality in administrative department of hospital. Also, this study presents primary data for correct decision making to authorities of local hospitals that have concern about hospital strategy. The implications of this study are discussed and areas for future research are presented.
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