醫院病患服務之研究-以CRM觀點

A Study Of Patient Service To Medical Business — Use Customer Relationship Management Viewpoint

黃靖如(Ching-Ju Huang)

指導教授 ： 王秉鈞

元智大學/資訊學院/資訊管理學系/碩士(2004年)

摘要

資訊科技日益進步，行銷觀念的改變，目前企業多採用顧客
導向之經營理念，致使顧客在市場上握有絕對的優勢，相對的顧
客忠誠度因而逐漸淡薄。在成本壓力與緊縮政策的限制下，醫院必須朝向品質與成本效益兼顧之企業化經營，積極建立與顧客的緊密互動，顧客才會主動就診，因此「顧客關係管理」的建立，勢必成為醫院永續經營的核心競爭優勢。
建立良好醫病互動的關鍵，在於醫院分析可提升顧客滿意度
的重要資訊來源，並應用醫院經營決策，對內重視醫療品質，對
外則顧客優先，為醫院創造更具價值的顧客關係。
本研究以深度訪談法和問卷，分析醫院實際採行情況，以數
　　據化表示，並對結果作解釋說明；同時，對於醫院執行的問題及
挑戰提出建議。
　　　　本研究整合顧客關係管理相關文獻、透過經營決策策略、顧
客服務與資訊科技應用等構面，建立一個屬於醫療事業互動式的顧客關係管理整合性架構。藉由顧客關係管理的導入，期能提供醫療事業發展全方位的服務，以快速回應顧客需求，來提昇顧客滿意度與忠誠度並創造及提高顧客價值之參考。

關鍵字

顧客關係管理 ； 顧客服務 ； 客戶服務中心

並列摘要

Due to the advance of the Information Technology and the change of marketing concepts, most of enterprises have turned to adopt the customer-oriented business idea. Under the cost pressure and limitation sources, competitions of hospitals become dramatically. To meet the goals of quality improvement and cost efficiency, hospitals must make efforts to establish mutual relations with customers. Through this active strategy, hospitals can upgrade customer satisfaction and service image. So, the establishment of “Customer Relationship Management” is in the top priority of hospital competition to stay alive.
The analysis of customer information resources and strategic decision making can offer hospitals key factors to advance quality and provide the best medical service, the most important thing is to create a valuable customer satisfaction model.
Depth Interview and questionaies are the method use in this research. The aims are to sustain current customers, attract new customers, and setting up a customer relationship management model.
This research integrates documents related to CRM and establishes a hospital business specified interactive and integrated CRM structure, such as strategic decision making, customer services, and Information technology applications, given the enterprise’s customers as its core, and the enterprise’s prospects as its objectives. By introducing the CRM, it is expected to help the hospital business with developing a complete services so that the customer’s requirements can be promptly dealt with, the customer’s satisfaction and loyalty can be promoted, and the objective for raising customer’s value can be created.

並列關鍵字

Customer Relationship Management (CRM) ； Customer Service ； Customer　Service Center

參考文獻

27.陳永鉎，顧客關係管理CRM 之探討，品質管制月刊(2001.03)。

6.孫安華，醫院採用關係管理之研究，碩士論文，國立成功大學企業管理研究所(2001)。

28.陳玄愷，以TQM 顧客服務策略，創造企業競爭優勢的顧客關係管理CRM，品質管制月刊(2001.03)。

30.Gram Tony, “The Power of Relationship Marketing ：Keep Customers for Life”,1sted.,London ： GiddlesLtd.(1994)。

33.Bhatia Anil, “ Customer Relationship Management”1sted,toolbox Portal for CRM( 1999)。