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Choi, Park, Kim, and Choi: Successful use of customer relationship management system in hospital healthcare centers
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Journal of the Korean Medical Association

Journal of the Korean Medical Association 2012; 55(8): 748-756.

Published online: 16 August 2012

DOI: https://doi.org/10.5124/jkma.2012.55.8.748

Successful use of customer relationship management system in hospital healthcare centers

Wona Choi, MBA1, Jiyun Park, PhD2, Kwangjum Kim, PhD1, Inyoung Choi, PhD1

1Graduate School of Healthcare Management & Policy, The Catholic University of Korea, Seoul, Korea.

2Department of Business Administration, The Catholic University of Korea, Seoul, Korea.

Corresponding author: Inyoung Choi, iychoi@catholic.ac.kr

Received 29 June 2012       Accepted 12 June 2012

Copyright © 2012 Korean Medical Association

(open-access):

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Customer relationship management (CRM) is a valuable method for establishing long-term customer relationships across different business areas. CRM system stores and analyzes a vast amount of customer information and provides alternatives to meet customer expectations using data warehouse and on-line analysis processing technology. Intensified competitiveness in the healthcare industry has increased the number of healthcare centers and propelled the introduction of CRM systems to meet diverse customer satisfaction. Leading the adoption of information technology in the healthcare businesses has enabled the use of CRM technology to develop close patient-provider relationship. Especially, healthcare centers are using CRM system to provide better healthcare services as well as customer management services. This study aims to explore the current status and influential factors that will stimulate and drive the successful use of CRM system in healthcare centers. For this purpose, a survey has been conducted for CRM system users in 13 healthcare centers to investigate the current status of CRM system and the influential factors for successful use. The evaluation criteria include four categories; system quality, information quality, service quality and perceived usefulness. These criteria have been developed based on previous researches, especially DeLone & McLean information system success model. In addition, the system output is evaluated by user satisfaction, personal performance and organizational performance. The study showed that users evaluated information quality and service quality positively and to be higher than other factors in terms of influence. And the user evaluation proved that CRM system provides increased user satisfaction, organizational performance, and especially, individual performance. This is clear evidence that CRM system will improve organizational efficiency and effectiveness, which in turn, can provide competitive advantage for the healthcare centers.

Keywords: Customer relationship management system, Healthcare center, Clinical data warehouse, Healthcare marketing

Figures and Tables

Figure 1
System architecture and service flow of customer relationship management.
CRM, customer relationship management; EMR, electronic medical record; OCS, order communication system; MIS, management information system; DB, database; CDW, clinical data warehouse.
jkma-55-748-g001
Table 1
Operational definition of variable
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Table 2
Characteristic of healthcare center
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Table 3
Function of customer relationship management systems
jkma-55-748-i003

*Multiple response.

Table 4
Success factors of customer relationship management system
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N=243

Table 5
Performance of customer relationship management system
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Acknowledgement

This study was supported by a grant of the Korea Health Technology R&D Project, Ministry of Health & Welfare, Republic of Korea (A112022).

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