本研究之目的在了解牙醫診所導入顧客關係管理的關鍵成功因素。藉由文獻探討、專家訪談及分析網路程序法「Analytic Network Process, ANP」來建構牙醫診所導入顧客關係管理之評估準則,以具導入顧客關係管理經驗之大型及聯合牙醫診所為主要專家問卷對象 , 採用 Microsoft Office Excel 以 及 Super Decisions 1.6 進行評估準則的權重計算與優先排序,供牙醫診所經營者參考。 研究結果指出在五個評估構面中,以建立病患與診所的聯繫通路權重最高(27.47%);其次為營造醫病合作關係(22.90%);活用病患資料庫(18.08%);整合顧客關係管理的對象(16.54%);以及提供病患互動的資訊工具(15.02%)。而在十五個評估要素中最重要之前十個影響要素,以「了解病患需求與處理抱怨」權重最高,其次依序為「建立以客為尊的員工服務態度」、「進行病患滿意度調查」、「完善的營業場所服務通路」、「建立電話、傳真等聯繫通路」、「善用病患資料庫之追蹤與續診提醒」、「善用病患資料庫提供客製化醫療服務」、「善用病患資料庫之分析與統計」、「提供簡訊關懷系統互動工具」、「提供電子留言板互動工具」。
The purpose of this study was to find the critical success factors on dental clinics operation by customer relationship management . Through literature review , expert interviews and Analytic Network Process ( ANP) to build customer relationship management of dental clinics in the evaluation criteria , to customer relationship management experience with large – scale and chain of dental clinics in the questionnaire as the main target of experts. Using Microsoft Office Excel , and Super Decisions 1.6 dimensions to evaluate and assess the factors weighting and prioritization for the dental clinic operator reference. In this study , we find the “establish contact patients and clinic access “(27.47%) is most important ,The second is “create a doctor-patient relationship “(22.90%) , The third is “utilize patient database”(18.08%) , The fourth is “ Integration of customer relationship management objects “ (16.54%) . The fifth is “provide patients with interactive information tools “(15.02%) . The most of ten important criteria decision is " understand the needs of patients and treatment of complaints" , " Building a customer-oriented staff attitude" , " the patient satisfaction survey " , " place of business services to improve access " , " establishment of a telephone , fax and other contact channels " , " use database to track patients and continued to remind the patient" , "use of patient databases to provide customized health care services " , "best use of patient databases and statistics" , "care system to provide interactive SMS Tools", " electronic message board to provide an interactive tool". Keywords: dental clinics, customer relationship management, Analytic Network Proce