The Effect of Relational Information Process on Performance-the Case of Health Examination
Date Issued
2008
Date
2008
Author(s)
Liao, Yi-Ping
Abstract
Due to the change of health care insurance payment policies and rising health awareness, hospitals and independent health examination centers both devote into the health examination market. In the competitive market, it is an important issue for the providers to satisfy customers’ needs, maintain the customers, and promote customers’ life-time value. RM is a core organization process that establishes, maintains, and enhances a long-term relationship with customers. Thanks to the rapid advance in information technology, the complicated customer relationships under large economic scales can be managed more efficiently through the CRM technology. However, although many companies devoted large amount of money to build up the CRM information system, most of them ended with disappointment and failure. That’s all because of improper relational information processes causes the difficulty in use or unsuccessful lead-in. Therefore, this study surveyed the CRM applications in health examination centers with the relational information processes perspective. Important findings are as follows:he better the performance of the relational information processes goes, the better the customer relationship performance shows. If it shows a positive affecting effect, it means that the goal of raising customers’ satisfaction and loyalty can be reached by improving the relational information processes. It is suggested that health examination centers should focus on the information reciprocity channel and frequency of customer-interactions, obtaining customer relational information, keep updating customers’ information, integrating customer-related information, and to analyze the information for the basis of management and marketing. ealth examination centers are usually highly customer relationship oriented, it is beneficial to the relationship information processes. However, it is more important to execute it through the customer-centric management system in order to reach the goal of CRM, to raise customer’s life-time value, and to promote people’s overall health.he better performance of the customer-centric management system goes, the better operation of the relational information processes shows. It shows a positive affecting effect. Nevertheless, health examination centers can still improve by providing more CRM related trainings and rewards to employees, and make the employees to provide better services.
Subjects
Customer Relationship Management
CRM
Relational Information Processes
Health Examination
Type
thesis
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