Analysis of research trends in Korean medical and nursing service marketing

Abstract

Purpose: This study was designed to examine existing research on service marketing in nursing and identify the results by analyzing research trends in medical and nursing service marketing over the last 15 years. Methods: Electronic databases were searched, including RISS, Korea Citation Index. The papers were classified by criteria, focusing on research topics, research design and statistical analysis method. Results: From 2002 to 2016, 221 research articles on medical or nursing service marketing were published in local academic journals. Most of the articles were about service quality and satisfaction. Generally questionnaire surveys were used. There were 34 papers related to nursing service marketing. Most of them were about satisfaction and had used a questionnaire survey. Conclusion: Further research needs to be done with nursing service marketing topics including a variety of themes such as personal services and customer behaviors.