병원 CRM이 관계가치와 성과에 미치는 영행 연구

Abstract

The medical institution management of today is customer-centered. Recently the interest of the hospitals in CRM is raising up and hospitals are making efforts to reinforce the customer relationship due to the cutthroat competition. Based on the precedent study, this research systematically organized actually applicable factors of CRM to the medical field and analyzed the effect on the outcome of CRM using relationship benefit and relationship commitment as a parameter. So this research shows applicable factors to business practice. Moreover, it analyzed the regulation effect of the procedure justice in terms of CRM factors and relationship value. I used the convenient sampling method to collect data and surveyed human subjects who work in hospitals, in person or by mail. I distributed total 430copies to them and collected 408copies. I used 371copies for actual proof analysis excepting 37copies which have insincere responses and non-response. SPSS for Windows Release 180 Program was operated for statistics. The result of the actual proof analysis is as in the following. The first is awareness of the hospital CRM factors. In this research, the sample group who responded to the survey were aware of CRM as a communication factor, service factor, marketing factor and systematic factor in order. This result shows that subjects who practically use CRM in hospital recognize CRM as a program for the communication or service. Secondary, the respondents, replying to a question on the effects of CRM factors that workers and customers feel, said that service factors and communication factors are important for relational benefits. Reflecting on the characteristic of the respondents, the result shows the hospital workers use CRM for the communication between customers co-workers and different departments. Thirdly, according to the verification result of how CRM factors effect on relational commitment, service factors and communication factors statistically have similar affects. In other words, the result shows that more employees seek customer services and communication, the higher relational commitment becomes among the organizational relation. Fourthly, the verification result shows the CRM factors have positive effects on the CRM performance. Marketing factors influence the word-mouth effect and client performance. Service factors influence CRM effect, word-mouth effect, and client performance. Systematical factors have an effect on word-mouth and client performance. Lastly, communication factor have positive effects on CRM effect, word-mouth effect and client performance. Fifthly, the analysis of the research produced the result that relational benefit and relationship commitment influence the hospital CRM factors. The relational benefit and relationship commitment influence on the word-mouth effect and client performance was positive. Namely, employees who think relationship with customers is vital to relational benefit regard the hospital CRM as helpful to raise the word-mouth effects and client performance. Besides, they think relational commitment also has a positive effect on the word-mouth effects and client performance. Sixthly, in terms of CRM factors and relational value, we verified regulation effect of procedural justice and gained the result of analysis. The result shows CRM factors have significant roles in control of the influencing relationship, creating benefits and relational commitment. From the above results, We have the following marketing implications. First, we know justifying the CRM factors must be the priority. In other words, hospital should not introduce simply a concept-based system but the CRM operating system reflecting the characteristics of hospitals and customers. If applying the concept-based system to the hospital, employees might not feel the necessity of CRM. Second, implication of the CRM factors was gained. While thinking about the service factors and communication factors positively, most respondents regarded the marketing factors and systematical factors as insignificant. Third, CRM can become a good measure to raise the relational value up for employees. The successful introduction of CRM can be made by reflecting customer-centered thought, which many hospitals aim at now. Increasing the employee satisfaction make workers commit to the hospital organization and convert the customer-centered thought into action. The systematical management for customers who visit the hospital can increase customer satisfaction, as a result the employees may be proud of their jobs and have strong love to the work. This study, however, reveals several limitations as followings, First. It is unreasonable to generalize the result of hospital CRM research to the general businesses, as the hospital feature is different from the characteristic of the companies. They have different evaluation factors,therefore if deducting implications through additional research for the company, CRM, we can create a more in-depth study. Second, there was a limit due to the lack of the participation by doctors. Looking at the percentage of survey respondents, the response rate of doctors was remarkably low. Therefore, the complement of this part is needed for systematical analysis of the hospital CRM. Third, in terms of justice, the research needs to be expanded. This thesis analyzed only regulation effects of the procedural justice. But if conducting the research on other general factors of justice like interactive justice, or distributive justice, greater result will be obtained. Fourth, This thesis has surveyed CRM in only hospital workers. But if conducting two investigations for workers and customers simultaneously, more complete results can be presented.