A Study of the Relationship between CRM Contents and CRM Benefits ~ An Application of Fuzzy Set Theory for Hospitals

• Main Authors: Yih-Long Peng, 彭奕龍
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/23471593831375228156

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 91 === Faced with the rigorously competitive environment, the need to build and maintain customer relationships has become a fundamental priority for hospitals. Thus, many healthcare providers have exercised different efforts to fit customers’ quick behavioral change and the burgeoning concept of fitness by enhancing the healthcare service qualities to attract customers. After reviewing the related literatures about CRM in the healthcare industry, we could discover that past researchers focused mostly on exploring how CRM techniques can improve the benefits, what key success factors and influential elements can adopt CRM, and depict the framework of CRM processes. However, how CRM contents could be integrated into organizational activities and achieve CRM benefits is subject to further validation. Based on the above research motivation, the research objectives of this study are as follow: (1)To find out the weights and effects of each defined items of CRM benefits by AHP; (2) To evaluate and explore the interrelationships between the CRM contents and CRM benefits by using Fuzzy Set Theory; (3)To provide more objectively strategic suggestions for hospital managers in decision-making on how to introduce CRM and how to associate the CRM contents with CRM benefits in the actual hospital setting. The degree of significance of CRM benefits from high to low are strengthening abilities of diagnosis and medical treatment, patients’ attentiveness, enhancing efficiency of patients’ medical treatment processes, encouraging smooth of internal communication, intensifying support of hospital operation, reinforcing abilities of hospital operation, and consolidating supportive services, respectively. Beside, we discover that if healthcare providers introduce the CRM contents of data collection of internal processes, they may mostly attain 6 items of CRM benefits. And if healthcare providers introduce the CRM contents of data collection of optimum practices, data collection of patients’ complaints and data collection of healthcare marketplace, they may attain 3 items of CRM benefits. And if healthcare providers introduce the CRM contents of data collection of competitors in healthcare industry and data collection of patients’ basic information, they may attain 2 items of CRM benefits. All these CRM contents mentioned above are recommended to be introduced firstly. And the hospital management can identify the priority of CRM items that several items need to implement right away and other items could be waited until the resources are available. In addition, through the analysis of 4 categories of CRM contents, the hospital management can evaluate every category of CRM contents and decide the priority to invest on CRM activities through the rankings.