| Summary: | 碩士 === 嘉南藥理科技大學 === 醫療資訊管理研究所 === 94 === Due to the continuous changes in the cost-control policy of the National Health Insurance plan and highly demanded quality of health care by consumers, the hospitals in Taiwan are fighting fierce battles for surviving. In 2002, Marketing Health Services predicted that the health institutions shall adopt the customer-centered marketing management in five years. Via customer relationship management (CRM), built upon one-to-one service base, hospitals win loyalty of patients and thus gain their competing strength in health care business.
In order to verify that the health service quality has met the expectation of patients in conventional health care institutions, this study integrates the concepts of CRM, the indices of customer satisfaction and health service in practice as a whole. A survey is performed on both nurses and inpatients via questionnaires and further statistically analyzed.
The results suggest that the satisfaction level of patients increases while the perceptive expectation, the perceptive sensibility and perceptive value increase respectively. The four latent variables extracted from CRM, namely perception, importance, implementation and self-satisfaction, are significantly positively correlated with each other. Furthermore, the demographic characteristics of nursing staff significantly affect their perception, implementation on CRM and self-satisfaction. Finally the only service which hasn’t reached the standard corresponding to patients is ‘concerning opinions of patients’.
Keywords：customer relationship management(CRM), customer satisfaction index (CSI), service quality
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