顧客關係資訊處理對績效之影響－以健康檢查為例

Abstract

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： 1.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。 2.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。 3.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. CRM 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: The 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. Health 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. The 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.