Hospital patient services - A view CRM Huang Jing, such as ab, Wang Bingjun a
Information Management Yuan Ze University, a private research b Tri-Service General Hospital, Department of
Information Management [email protected]
Summary
Advance in information technology, marketing concepts change, and now use more customer oriented business philosophy, leading customers in the market, holds an absolute advantage relative to customer loyalty and thus gradually fading. Actively establish close interaction with customers, customers will be active for treatment, so the "customer relationship management," the
establishment of the hospital is bound to become the core of sustainable competitive advantage.
In this study, depth interviews and questionnaires, analysis of the actual adoption of the hospital situation, data representation, and the results for explanations; the same time, the hospital's problems and challenges in the implementation of recommendations. In this study, depth interviews and questionnaires, analysis of the actual adoption of the hospital situation, data representation, and the results for explanations; the same time, the hospital's problems and challenges in the implementation of recommendations. This study integrated customer relationship management literature, through the
management decision Celue, customer service and information technology applications such as dimensions, the establishment of a medical cause an interactive framework of customer relationship management integration.
Customer relationship management through the introduction and development of the cause of providing a full range of medical services to quickly respond to customer needs, to improve customer satisfaction and loyalty, and create and enhance customer value in Taiwan.
Keywords: Customer relationship management, customer service, customer service center
Abstract
The analysis of customer information resources and strategic decision making can offer hospitals key factors to advance quality and provide the best medical service, the most important thing is to create a valuable customer satisfaction model. Depth Interview and questionaies are the method use in this research. The aims are to sustain current customers, attract new customers, and setting up a customer relationship management model. This research integrates documents related to CRM and establishes a hospital business specified interactive and integrated CRM structure, such as strategic decision making, customer services, and Information technology applications, given the enterprise's customers as its core, and the enterprise's prospects as its objectives. By introducing the CRM, it is expected to help the hospital business with developing a complete services so that the customer's requirements can be promptly dealt with, the customer's satisfaction and loyalty can be promoted, and the objective for raising customer's value can be created.
Keyword: Customer Relationship Management (CRM), Customer Service, Customer
Service Center
Research purposes
This study focuses on theory and the medical industry is the status of
implementation of customer relationship management to do integrated analysis and research in the above background and motivation of the foundation, develop appropriate conclusions, membership of the literature and interviews, depth interview approach can understand the actual situation of the case hospital, and access to primary interview data, and then analyze the different angles of the subject. Site for hospital patients and survey analysis to understand the hospitals of the customer relationship management, compliance with the actual needs of patients on the service. Understand the hospital medical services to attract patients were satisfied with the advantages and disadvantages, as in this study correspond to the hospital customer relationship management efficiency of the verification.
The purpose of the study in this article are as follows:
Points of customer relationship management services of the hospital patients
(1) patients from the hospital service behavior and customer relationship management literature, summarized the hospital patient service planning dimensions and factors, to establish the definition of customer relationship,
and then develop a theoretical basis for the use of the core customer relationship services for patients customer relationship management framework.
(2) use of information technology use in the practice of providing rapid response to customer demand for future construction customer service system for patients to develop a full range of services.
(3) field survey to understand patient satisfaction with services, and strengthen the quality of hospital services, improve customer satisfaction, loyalty and contribution.
Research Methods
1. This research process is as follows:
Figure1 research flow chart
2. Research framework
This paper medical cause stress on theory and current customer
relationship management implementation to verify the status of analysis and research background and motivation in the above basis, the
development of the relevant conclusions. Summarized the literature and analyzed that, when hospitals are facing a change in the external
environment, its strategy will change accordingly; experts and scholars suggest that the hospitals can adopt customer relationship management and information technology to improve the operating difficulties. Thus
derive the following diagram of research framework:
Figure 2 Research framework
This study focuses on the impact of military hospital in privatization, in the hospital business strategy, customer information and information technology use and integration of the dimensions used for customer relationship management, whether the extent of correlation and interaction with, and made according to the main purpose of this study The assumptions are as follows:
Suppose one: "Customer relationship management" concepts can enhance friendly "patient service"
Hypothesis two: the use of information technology deployment, "patient service" system to enhance the hospital satisfaction
In this study, literature review and questionnaire analysis of induction, the development of a framework for this research. This study focused on the hospital into "customer relationship management" to establish a "patient service"
effectiveness, because the case for a single object and time constraints, this study in Taipei's Neihu district medical center case study. The case study approach is the competent authority through formal meetings and interviews of
communication, confirmed that the feasibility study and system architecture, the reference to domestic and foreign various industries to implement customer relationship management related articles and cases provided by the competent authority existing questionnaires, completed questionnaires design. The
questionnaire also by a number of experts in hospital management practitioners and management scholars agree, the mining site visits patients were recruited.
As the scope of the study hospitals, therefore, this study, "Customer relationship management" is defined as: hospitals use of information technology to establish good communication with customers, customer relationship management
reference model to understand the tendency of hospital customer base, increase customer loyalty and satisfaction, to maintain continuity with the degree of interaction with each other. Which means customers "patients"; hospital information technology research is cited, "Integrated Customer Service Center (Contact Center)" concept.
In this study, the definition of architecture, according to the literature on customer
Management of relationship, medical industry, operations research and
information technology on the "customer relationship management" application, compile and analyze the development of "customer relationship management"
concept of hospital-based "patient service" model for the hospital into "customer relationship management "mode of operation, according to the following three levels of case interviews Description:
Dimensions of business decision-making strategy
Customer Service Model
Information Technology Application and Development
2. Data collection and analysis
This research material collected and divided into two primary data and secondary data collected as follows:
1. Primary data
Primary information is the most important source of information in this study, as the theme for the hospital study cited the integration of customer relationship management, customer relationship management for the adopted level of barriers Jiejue mode and extent of the use of information technology issues, to the depth of the case Duixiang visits. Therefore, this study adopted a "qualitative research"
in the "depth interview" (Depth Interview) ways to collect primary data.
Wallendorf & Belk (1989) that the respondents described the current situation on the research topic can provide researchers another way to study the subject, and taken the original thought. Hunt (1989)that obtained by in depth interview point of view (ideas), concepts (concepts) or architecture (frameworks), can provide kinds of new and more innovative ways to view the experience of the act. Spiggle (1994) that human depth interview to explore new ideas, concepts, and even develop a new framework to provide direction for further research in this area.
Depth interviews on the case in this study is to understand the basis of units of
"customer relationship management," since the use of existing information technology and the benefits arising from the disorder. Implementation of the interviewees in a professional position and status of MISon the study subjects overall operation of the customer relationship management process and the future feasibility of room for improvement.
The interviews are meeting to notify the respondents units, well ahead of the meeting information and discussion items, including existing processes, issues, reference model of the industry to improve the methods and expectations of the effectiveness of demand. Actual conduct of the interview to discuss the project in accordance with the order, and need to be adjusted or supplemented in
accordance with the actual problem. Green recorded interview after the meeting provided to the discussions and recommendations of the object solutions.
2. Secondary data
Secondary data is a field survey in hospital patients and patients see the doctor after the email form questionnaire. Secondary data collection is to help this research to understand the case hospital customers (patients) on their
implementation of the evaluation of the effectiveness of customer relationship management, operations, and to verify the arguments and reasoning in this study to increase the reliability of conclusions of this study.
In this study, questionnaire design, is based on research framework constructed in this study, Qi development process is also reference to the past the domestic and foreign related industries (pharmaceutical industry, medical and health materials industry, the beauty industry and the chain Yingyangshipin Yaoju etc.) of the relevant Wenjuan . The questionnaire design of its architecture: 1. First to the hospital overall medical processes, service quality, hard physical facilities and customer services to understand, and then help build on the Wei Lai of the information Keji and enhance customer service to conduct investigations,
primarily for Yan Jiu objects are implemented customer relationship management, to confirm effectiveness. 2. To understand the future development of information technology and customer service, it can improve customer satisfaction and
loyalty, were concluded with the recommendation of the verification.
Questionnaire structure:
Medical service process satisfaction.
1. The status of state personnel services and out-patient satisfaction.
2. Hospital equipment and customer satisfaction evaluation services.
3. If the future increase in our hospital to provide the following information technology and customer
Services, can enhance your medical needs of the hospital and increase satisfaction.
The results and analysis
1. Background and design of the questionnaire survey
The questionnaire survey was mainly for medical and business background into
"customer relationship management" is a discussion of related literature, guided the medical profession into "customer relationship management," the
establishment of hospital "patient service" mode. Interviews via examples, design patterns experience questionnaire testing the hospital patient services, verify that the implementation of "customer relationship management", the patients completed the medical process, the medical center's "Customer Service System" in investment, services, processes, outputs three system elements, the resulting customer satisfaction, loyalty effect.
Questionnaire design:
1. Questionnaire case study: a medical center in northern Neihu.
2. Questionnaire object: a hospital doctor as patients and accompanying family members and friends.
3. Conducted by: a random manner to maintain a month to complete a questionnaire that is valid a gift for giving.
4. For locations: export of volunteers out desk area.
5. The questionnaire is divided into six units of structure:
First unit: demographic data questionnaire respondents
Total of 10 questions in this unit were patient relationship, gender,
Age, education, identity, gender, area residence, visiting the project, the reasons for selecting this hospital visits, registered form, in which the length of hospital visits. Attempt by the patient satisfaction of basic data and reflect the situation in order to understand the different needs of patients.
The second element: the waiting time and satisfaction with medical care evaluation process: the investigation of the unit in two phases, the first seven medical process of waiting for time to understand, then its all waiting for the duration of the experience Satisfaction. The unit for hospitals to understand survey data in the health care process is smooth, questionnaire design in addition to visits had not been exposed to
remember / forget, patient waiting time for various length to five scale Likert scale design (respectively: very dissatisfied, dissatisfied, they can
still, satisfied, very satisfied), to investigate a variety of patients waiting on the satisfaction of the performance experience.
The third element: the staff service and attitude of patient satisfaction assessment of the situation: a total of nine issues of this unit for eight kinds of service personnel and other out-patient clinic times and patient
satisfaction survey. In addition to visits in the design of the questionnaire had not been exposed to remember / forget to five scale Likert scale design (respectively: very dissatisfied, dissatisfied, they can still, satisfied, very satisfied), patients on the staff to investigate services and patient satisfaction evaluation approach the situation.
Module IV: Hospital Equipment and Customer Service Satisfaction: The unit total of 12 questions, the investigation in two ways. The first six issues of the unit design of the questionnaire in addition to visits had not been exposed to remember / forget to five scale Likert scale design (respectively: very inadequate, insufficient, they can still, enough is enough) to investigate; 7th design of the questionnaire to 12 questions in addition to visits had not been exposed to remember / forget to five scale Likert scale design (respectively: very dissatisfied, dissatisfied, they can still, satisfied, very satisfied), to investigate patients for hospital
equipment and customer services satisfaction rating.
Unit Five: The patient on the future of information technology and new customer service satisfaction rating that can be derived: a total of 12 questions in this unit to assume that patients on the various ways
information technology development and customer service, on the patients themselves increase in satisfaction surveys to evaluate. In addition to visits in the design of the questionnaire had in mind can not be assessed without access to five scale Likert scale design (respectively: very
dissatisfied, dissatisfied, they can still, satisfied, very pleased) to
investigate the patient building of information technology and customer service needs and will enhance the satisfaction evaluation.
Six: Back to the clinic and introduced family and friends will investigate
Understand the patient satisfaction and the overall health of loyalty to the hospital, a questionnaire designed to come / like, not necessarily,
transferred / not, that way the results of three surveys.
2. Operating results of the questionnaire
1. The total of 151 site visits, review of questionnaires by the total number of 147, the effective response rate was 97.35 percent.
2. Data were collected SPSS 11.5 statistical tools, statistical and cross-analysis.
3. Analysis summary
This section of this study "patient service" results to "customer relationship management," the quality of service, customer satisfaction, customer loyalty, three aspects of analysis and verification of information technology deployment to promote the "patient service" satisfaction results.
One Overall "patient service" Satisfaction Statistics】 【overall analysis
Figure3 Overall "patient service" Satisfaction map
】 【Overall analysis
The data show that hospitals in the health care process of evaluation of overall satisfaction, "very satisfied" and "satisfied" overall rating for the total of 43.57%, nearly half of the patients satisfaction positively, indicating the hospital at all entry process waiting time and medical services, outpatient services and conditions of the staff attitude and hospital equipment and customer services needed to reach a patient satisfaction.
4. Service quality
1. Satisfaction from the above statistical evaluation showed that satisfaction with the hospital, nearly half of the hardware and software to direct that certain, 40% is acceptable proportion of unsatisfactory aspects of a very small number, known by the patients on the quality of service identity.
2. However, medical operations, the result of the recent "medical errors"
cause "Pediatric and Obstetrics and Gynecology" In all divisions, regardless of "physician service", "nursing service", "nursing service", "Inspector attitude "and" recall rate "satisfaction rating on the way behind.
Therefore, changing the patient's impression of the patients to the
outpatients of more than a careful and intentions, to become the primary focus of the hospital.
5. Customer satisfaction in
1. Data, hospital medical services in the overall satisfaction degree
evaluation process, only 8.62% said "very dissatisfied" or "unsatisfactory";
and "very satisfied" and "satisfied" overall rating total compared to 43.57%, nearly half The patient satisfaction positively, indicating the waiting time for hospital and medical services, processes, services, and outpatient status of the staff attitudes and hospital equipment and customer services to patients on the required satisfaction.
2. 【Overall satisfaction with the unit on Statistics, the following statistical analysis showed that the questionnaire:
Figure 4 the overall satisfaction of each unit statistical analysis plan
Statistical analysis of data shows that the "hospital equipment and customer services," the highest satisfaction rating. Showing hospital into "customer relationship management" management, the new hospital environment and equipment to the patient a high degree of satisfaction with the current domestic large hospitals, the environment and equipment is the latest and most modern patient needs.
1. The units were the most satisfied with the project: grant price of waiting time and volunteer personnel service satisfaction, underground streets, rest areas and the institute was clean and comfortable condition and future medical personnel tracking service.
2. The units were most dissatisfied with the project: see the doctor waiting time and satisfaction attitude of physicians, our hospital the number of external connections and future personal and exclusive car care
information web services, English language staff to establish an international customer service center.
3. In the "back-up services and introduce friends and relatives will survey", we also showed that over 55.1% of patients willing to continue to revisit, and more than 50% of patients are willing to hospital reputation of
propaganda, the Hospital has been praised not only satisfaction, but also show patient loyalty.
6. Customer loyalty: the
1. As other patients in the study found, the military, veterans, military dependents accounted for 62%, indicating the concentration of the special status of patients and loyalty.
2. According to the "basic personal information, survey respondents,"
analysis showed that the patients mostly in Taipei County and Taipei counties other than the main, accounted for 61.22% of the total number of patients, indicating that the medical center of the hospital, its influence has been beyond the scope of the local district. Show loyalty for the hospital patients far more than distance issues.
3. In the "back-up services and introduce friends and relatives will
investigate", the 7.5% of the "no" and 55.8% of the "willing" gaps, shows that most patients are willing to hospital reputation of propaganda that not only satisfaction with the hospital be sure, also showed the loyalty of patients.
4. The "patient status" were a "physician services" and "willingness to revisit" the two cross-analysis of data, the lowest physician satisfaction with the "veterans" anti-is "will revisit" the highest rate, that will reflect the patients, usually loyal customers. This group of the Hospital family and age of the patients should be more than patience and concern.
7. The use of information technology:
1. "Awaiting registration" in "the waiting time" in their satisfaction is only slightly worse, "waiting for approval price", which is registered hospitals and six different ways, scattered-site operations have a significant role in the counter.
2. From a variety of "registered mail" and the satisfaction of the cross- analysis found that "satisfaction" and "very satisfied" rating is the highest sum of "network registered", but "not satisfied" is the highest "network registered" can be know whether the use of information technology presents the satisfaction rating is polarized.
3. From "patient to the next new information technology and customer service satisfaction can be derived from evaluation" can be understanding,
patients can provide immediate direct benefits of "telephone, cell phone, text message to remind the visiting time," Information Technology and the
"medical staff illness tracking "service, could improve the satisfaction, as also the construction of hospitals, priority consideration.
8. Research hypotheses:
From the overall survey analysis shows that the medical center in the "customer relationship management" efforts by the patient overall satisfaction rating of positive, direct response to a rising number of patient visits. Verify this hypothesis.
Suppose one: "Customer Relationship Management" concept to enhance the friendly "patient service"
Results: The establishment. The questionnaire analysis 【whole "patient service" Satisfaction of total satisfaction on Statistics show 43.57%,
appeared satisfied with less than 8%.
Hypothesis two: the use of information technology services to build the system could improve hospital patient satisfaction
Results: The part of the establishment. By registered mail, the Internet registered the highest form of satisfaction, but "personal medical
information website dedicated service" was the most dissatisfied with the
"patient service", showed that patients not on all the new information technology are the future produce satisfaction, patients of different age and education level of IT satisfaction is more significant than that, information technology can not entirely replace the human way of good service.
Conclusion
Hospital to build their own customer relationship management must rebuild their corporate culture, return to the same human-based, resulting in a service
dedicated internal staff say then, satisfied customers, so the hospital can only fight for the satisfaction of external customers. Health care industry, "patient service" model to "customer relationship management" based on the core
customer, the hospital vision as the goal, through the management decision- making strategies, customer service and information technology application analysis discussed, and conclusions of this study, summarized as follows:
1. Attention to the quality of health care operations, to consolidate medical center
2. Introducing the concept of the spirit of service, the hospital culture change success
3. Attention to first-line management of staff training and shaping the image of hospital services
4. Use of patients to the database, a "condition to track service"
5. Information, networking and the use of digital information technology
6. Reflect the views of smooth pipe or answer
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