Objectives : The purpose of this study was to examine the awareness of company employees. The importance of the selection factors of dental clinics by demographic characteristics. Methods : The subjects of this study was 218 employees. In this study, structured were used. Results : As for perception of the importance of traffic convenience by general characteristics, the company employees who were male, who were married, who had children, who continued to work for a longer period and who were better paid placed more significance on traffic convenience among the selection factors of dental institutions, and the gaps between them and their counterparts were significant. Regarding perception of the importance of the physical environments of dental institutions by general characteristics, those who were in their 20s and in their 50s and up, who were less educated, who worked for a smaller period and who were less paid gave more weight on the importance of physical environments, and the gaps between them and their counterparts were significant. As to perception of the importance of the image of dental institutions by general characteristics, monthly pay made a significant difference to that. Concerning the external qualifications of dental personnels, they took a significantly different view according to their age and monthly pay. In relation to perception of the importance of dental service by general characteristics, the women attached more importance to dental service than the men, and the intergroup gap was significant. In regard to perception of the importance of the basic components of dental institutions by general characteristics, those who were in their 40s and up, who had children, who were better paid and who were assistant directors were significantly different from their counterparts in their opinions on the importance of the basic components of dental institutions. Conclusions : The findings of the study suggest that dental institutions should make efforts to provide patients with the best medical service to gain their confidence.