AI 기반 임플란트 의료기기 브랜드 사후관리 서비스 설계가 고객 경험(CX) 및 브랜드 충성도에 미치는 효과

초록

This study was conducted with the aim of analyzing the impact of AI-based implant medical device brand follow-up service design on customer experience (CX) and brand loyalty. As a background of the study, it was noted that the importance of continuous follow-up services after implant treatment is increasing with the expansion of aging and the development of digital healthcare technology, but there is a possibility of a management gap due to the gap in dental infrastructure between regions. As a research method, the distribution of dental prosthetics and medical institutions by region was analyzed by collecting the "detailed information service (medical subject information)" data of the public data portal as an industry-academic-linked curriculum between companies and universities specializing in periodontal diseases, and the distribution of dental prosthetics and medical institutions by region and medical accessibility data were combined to derive areas vulnerable to implant follow-up management. In addition, the vulnerability score for each region was calculated through the data pre-processing and normalization process, and map and chart-based visualization using Tableau was performed. As a result of the study, it was found that in some areas, dental medical infrastructure is concentrated in certain urban areas, while there are limitations in providing post-management services for implants in areas with low medical access. Accordingly, the necessity of regional customized follow-up models such as AI-based chatbots, regular check-up notifications, and customized maintenance recommendation services was confirmed. In addition, AI-based data analysis and digital platforms suggested the possibility of strengthening the patient-centered medical experience and positively influencing the formation of brand trust and loyalty.

키워드