The Customer Relationship Management Marketing of Hospital in the Medical Welfare Program : focusing on the conscious of employees of university hospitals in Busan areas

다국어 초록 (Multilingual Abstract)

Presently, the management of hospitals is getting worse due to the ever-serious environmental factors of the inside and outside, and the competition between hospitals which are suppliers of medial service is getting keener and keener especially in the low income customers. Under this circumstance, medical industry is now keeping on trying to gain the ascendency in the struggle for existence by implementing a marketing differentiated from other hospitals, and attempt to use a new marketing technique, recognizing patients as customers, especially preparing for the introduction of CRM (Customer Relationship Management) system centering on maintaining the existing low income customers rather than attracting new ones and increasing the degree of customer loyalty. Indeed, some medium and small hospitals are implementing this system rapidly in their medical care programs.
Thus, this paper is a narrative study investigating the relationship between the introduction of the CRM in hospitals and the request degree of employees of its introduction, their satisfaction degree of the real condition of medical care customer management system, the degree of recognition of its necessity and the extent of whether they reuse a hospital in case they become an object of customer management conducted by the hospital. The study subject was 169 employees working in four university hospitals located in Busan areas, and its term of collecting data was until April 17, 2006.
In conclusion, the hospital employees did not know the CRM well. Moreover, the lower the satisfaction degree of the actual condition of the low income customer management, the higher the recognition degree of its necessity and the higher the degree of intention of whether they reuse a hospital if they become an object of the customer management of the hospital, the higher the degree of request for the introduction of the CRM in the medical care customers.

목차 (Table of Contents)

• Introduction
• Theoretical Background
• How to Research
• The Result
• Conclusion
• Reference