Development the Strategics and Customer Relationship Management Model for Medical Center Outpatient Services

After the implementation of national health insurance in Taiwan, the hospitals are facing severe operational competition, particularly in Taipei. Thus, to develop customer management model, hospitals have introduced Customer Relationship Management (CRM) to gain new customers, maintain the relationship with existing customers, and enhance customer satisfaction and loyalty. After analyzing the patients’ needs, the hospitals can satisfy the patients who will thus revisit the hospitals. The patients’ customer loyalty will be enhanced. It is also the effective approach to monitor customer relationship. This study targets on 600 outpatient service customers in a medical center in Taipei, and probes into the relationship between outpatient service customers’ characteristics and satisfaction, as well as importance by correlation analysis. This study then divides outpatient service customers into four clusters by cluster analysis, and proposes different managerial strategies with regard to four clusters’ characteristics as the criteria for CRM in the hospital. Key-Words: Customer Relationship Management, Hospital Customer Relationship Management, Medical Center Outpatient Services, Strategic Analysis, Cluster Analysis