병원 CRM 활동이 관계품질과 성과에 미치는 영향

This study was designed to analyses causal relationship among hospital CRM, Relationship Quality, revisit intention and word of mouth, and intend to offer strategic implications in related to service operation. Firstly, sub-factors of hospital CRM activity was developed by exploratory and empirical research, and as a result of final validity and reliability analysis, four factors was extracted such as reservation management, complaint management, opinion conversions and after service management. Secondly, from a total effect point of view, except of reservation management, remainders (complaint management, opinion conversions, after service management) have positive effect on revisit intention and word of mouth including relationship quality (customer satisfaction and trust). The results of research show that it is important to reinforce hospital CRM activity in order to make relationship quality and raise revisit intention and word of mouth of patients. Also this study has some limitations and afterwards additional research will be asked.