Hospital Marketing & Management In Kyung Nam Areas

• 발행기관: 한국유통과학회
• 저자명: Dong Hae Lee Sang Ki Lee
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2016 International Conference on Business and Economics (ICBE 2016), 127~134쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

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 making and attempt to use a new marketing technique, recognizing patients as customers, especially preparing for the introduction of Customer Relationship Management system centering on maintaining the existing customers rather than attracting new ones and increasing the degree of customer loyalty. This paper is investigating the relationship between the introduction of CRM in hospitals and the request the degree of employees from its introduction, their satisfaction degree of the real condition of 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 213 employees working in four university hospitals located in Kyung Nam areas. The lower the satisfaction degree of the actual condition of the 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 CRM.

목차

Abstract

1. Introduction

2. Theoretical Background

3. How to Research

4. The Result

5. Conclusion

Reference

키워드

Customer Relationship Management. Consumer Behaviors