結論：本研究結果可做爲醫務管理者未來欲發展顧客關係利益時的重要參考。 Objectives: The topic of customer relationship benefit (CRB) has received considerable attention; however, there has been relatively little research conducted on the application of CRB in the healthcare industry. The aim of the present study was to explore the perception and importance of CRB dimensions including Confidence Benefit (CB), Social Benefit (SB) and Special Treatment Benefit (STB).
Methods: Self-administered questionnaires were employed in 3 domestic hospitals accredited as the district level and above to collect data. Consequently, 215 samples were obtained and descriptive analysis, bivariate analysis and importance-performance analysis (IPA) were conducted.
Results: In all, the participants in this study showed the highest level of Confidence Benefit in either the perception or importance of CRB; the perception of Social Benefit between married/unmarried groups was significantly different, and the perception of SB and STB between discount/non-discount samples was also different. The overall sample analysis revealed that the items of CB all fell in the "Keep-up-the-good-work" area; however, the items of SB and STB fell in the Low-priority area.
Conclusions: The findings of this study offered important implications for managers in the healthcare industry when developing CRB.