林能白臺灣大學:醫療機構管理研究所廖怡萍Liao, Yi-PingYi-PingLiao2010-05-052018-06-292010-05-052018-06-292008U0001-0202200817003400http://ntur.lib.ntu.edu.tw//handle/246246/180690在健保給付制度不斷變動、消費者意健康意識提升等因素下，大型醫院及獨立健檢診所皆投入健康檢查服務市場，惟在市場競爭的情況下，要滿足顧客之需求、留住顧客進而提升顧客終身價值乃所有健檢提供者所必須深思的課題。 顧客關係管理，正是一種組織與顧客建立、維持與增強長期關係的一種全面性作法。拜近代資訊科技進步之賜，使得規模經濟下龐大複雜的顧客關係可以藉由這些科技技術作更有效的管理。然而許多企業紛紛投入大量資金，打造顧客關係管理資訊系統，最後卻多以失望與失敗收場。不易使用或導入失敗，是因為顧客關係資訊處理不當所導致。因此，本研究乃以顧客關係資訊處理角度切入，以問卷調查全台醫院健檢部門及獨立健檢診所(合稱健檢中心)CRM之應用，重要研究結果如下：.健檢中心的「顧客關係資訊處理」表現越好，越能增進「顧客關係績效」，具有正向影響效果，表示健檢中心若要提昇顧客滿意與忠誠，可以藉由改善「顧客關係資訊處理」以達到目標。因此建議健檢中心應多加強目前在「顧客關係資訊處理」的不足，內容包含與顧客互動的方式與頻率、擷取更多顧客的資訊、隨時更新顧客資訊以確保正確性與即時性、加強整合與顧客相關的所有資訊、並多加分析顧客資訊做為經營管理與行銷上的重要依據。.健檢中心普遍已有高度的「以顧客為導向的組織文化」，有利於推行「顧客關係資訊處理」，但更重要的是要從各種管理措施加以落實執行，才能達到CRM之目標，進而提升顧客終身價值，也能促進國民整體健康。.健檢中心的「以顧客為中心的管理措施」表現越好，則越能增進「顧客關係資訊處理」的運作，其具有正向影響效果。但健檢中心目前在管理措施上，仍有進步空間，應多加強對員工CRM相關的教育訓練並與獎勵辦法連結，誘使員工提供顧客更好的服務品質。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.目錄一章 緒論............................................................................................... 1一節 研究背景與動機...................................................................................... 1二節 研究目的.................................................................................................. 4三節 研究流程.................................................................................................. 5二章 文獻探討..................................................................................... 7一節 顧客關係管理(CRM)定義與內涵........................................................... 7二節 CRM 模式架構與執行步驟...................................................................11三節 顧客關係管理的成效............................................................................ 19四節 醫療CRM 相關研究............................................................................. 23五節 顧客關係資訊處理(Relational Information Process)............................ 28六節 顧客關係資訊處理前置因素................................................................ 34七節 健康檢查................................................................................................ 35三章 研究方法................................................................................... 39一節 研究架構................................................................................................ 39二節 研究假說................................................................................................ 40三節 研究變數與衡量.................................................................................... 43四節 問卷設計................................................................................................ 45五節 資料收集................................................................................................ 47六節 信效度分析............................................................................................ 48七節 資料分析方法........................................................................................ 49四章 資料分析與研究結果............................................................... 51一節 機構基本資料分析................................................................................ 51二節 填答者資料描述性統計........................................................................ 55三節 CRM 資訊科技使用情形及功能.......................................................... 57四節 研究架構構面填答描述性分析............................................................ 64五節 研究假說檢定........................................................................................ 69六節 研究結果討論........................................................................................ 72五章 結論與建議................................................................................ 77一節 結論........................................................................................................ 77二節 建議........................................................................................................ 79三節 研究貢獻................................................................................................ 81四節 研究限制................................................................................................ 81amp;#63851;考文獻..................................................................................................... 83錄：研究問卷......................................................................................... 91目錄1-1 研究流程......................................................................................................62-1 顧客關係管理演進......................................................................................92-2 CRM 模式一..............................................................................................122-3 CRM 模式二..............................................................................................132-4 CRM 模式三..............................................................................................142-5 CRM 策略架構..........................................................................................152-6 CRM 連續帶..............................................................................................163-1 研究架構圖................................................................................................403-2 研究問卷設計與回收程序........................................................................465-1 路徑分析結果............................................................................................71目錄2-1 顧客關係管理定義.............................................................................82-2 關係行銷定義...................................................................................102-3 醫療CRM 相關研究........................................................................252-4 醫療CRM 期刊文獻........................................................................282-5 健康檢查經營方式...........................................................................362-6 健康檢查服務分類...........................................................................372-7 健康檢查市場概況...........................................................................383-1 操作化變數與衡量變數...................................................................443-2 操作化變數Cronbach＇s 係數.......................................................494-1 問卷回收_by 醫院層級別................................................................514-2 有效樣本_by 機構屬性....................................................................524-3 有效樣本_by 健檢部門屬性............................................................524-5 健檢地區別.......................................................................................534-4 健檢營運時間...................................................................................534-6 每月自費健檢人次...........................................................................544-7 每月營業額.......................................................................................544-8 填答者_性別.....................................................................................554-9 填答者_年齡.....................................................................................554-10 填答者_職務.....................................................................................564-11 填答者_職務年資.............................................................................564-12 是否使用CRM 系統........................................................................584-13 使用CRM 系統時間_by 醫院層級別.............................................584-14 使用CRM 者_by 健檢部門屬性.....................................................584-15 CRM 系統使用人員比例.................................................................594-16 CRM 系統助益.................................................................................604-17 CRM 系統_1 銷售支援功能............................................................604-18 CRM 系統_2 行銷支援功能............................................................614-19 CRM 系統_3 服務支援功能............................................................614-20 CRM 系統_4 分析支援功能............................................................624-21 CRM 系統_5 資料整合及可近性支援功能....................................624-22 CRM 系統_6 資料庫功能................................................................634-23 操作化變數描述性分析_組織文化.................................................644-24 操作化變數描述性分析_管理.........................................................654-25 操作化變數平均值與排序_顧客關係資訊處理.............................674-26 操作化變數描述性分析_顧客關係資訊處理.................................674-27 操作化變數描述性分析_績效.........................................................695-1 構面相關分析...................................................................................705-2 路徑係數與假說驗證結果...............................................................72application/pdf725469 bytesapplication/pdfen-US顧客關係管理顧客關係資訊處理健康檢查Customer Relationship ManagementCRMRelational Information ProcessesHealth Examinationthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/180690/1/ntu-97-R94843014-1.pdf