Customer relationahip management : The impact of medical policy reformation upon the customer rlationship of medical suppliers .

• Main Authors: Hsiu-Hui Wang, 王秀鏸
• Other Authors: Sin-May Lin
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/63899403118705207541

碩士 === 國立暨南國際大學 === 國際企業學系 === 93 === Since the government built health insurance in 1995 , because the people's medical demand increased, and population grows up and ages with age composition gradually, cause long-term medical treatment to look after the demand with the medical instrument of Hi-Tech to improve relatively, causing the financial burden of government's hospitalization cost to aggravate day by day, so that the office presents the financial awkward situation unable to make ends meet in 1998 , in order to fill in the financial deficit of the health insurance , then strong in protecting the improvement and revision with constant policy and implemented the hospital to manage independently in 2004 , all sorts of measures have already threatened the managing continuously forever of the hospital seriously, also causes the relationship changed between medical supplier and hospital . In the face of the present medical environment, the hospital ( buyer ) hopes to improve the ability of the price negociation in order to reduce the operating cost, the medical supplier (seller ) hopes to keep a section of good and steady business relationship with customers , so this research sets out with the switching cost, probe into the relationship between buyer and seller in case of changing in medical policy, the factors influencing switching cost of the buyer and switching cost influencing the cooperative will on the customer. This research divides switching cost into switching cost of financial economy and switching cost of the psychology, and regard sociological exchanging theory and transaction cost theory as the structure , analyse the factor influencing switching cost and cooperation intension. this research finds out the highly relevant variable factor with the main composition analytic approach, then adopt regression analysis to test 15 hypothesises to become Stand. Result of study find the variable ' relationship with promise ' and ' the hospital rely on supplier ' appear positive effective to switching cost of financial economy and switching cost of the psychology , moreover , the variable ' trade frequency ' appears positive effective to switching cost of financial economy , and the switching cost of the psychology for the main factor that influences customers to continue the cooperative will .