PURPOSE
The purpose of this study was to identify factors related to Vietnamese customers who use Korean medical and tourism services. The study was based on the Anderson Models METHODS: Participants were 173 Vietnamese who were living in Ho Chi Minh and Hanoi in Vietnam. Data were analyzed using descriptive statistics, χ², t-test and Multiple Logistic Regression.
RESULTS
Research necessary factors had the most significant effect among the preceding factors, possible factors and necessary factors. Human service and outstanding natural beauty of necessary factors had significant influence on customer intention to use. According to the result of the stepwise logistic regression analysis, the most important item in medical services was human service OR=1.89 (p=.014), and for tour services, outstanding natural beauty OR=4.30 (p=.033). The explained variance for customer intention to use was 91.9%.
CONCLUSION
These results suggest the need to improve the human service and outstanding natural beauty to retain customers' intention to use.