由於健保給付制度不斷地變動，民眾的消費者意識抬頭，以及對醫療服務品質要求提高等因素下，醫院面臨了重大的挑戰。健康服務行銷機構（MHS，2002）預測未來五年的醫療環境是以顧客為中心的行銷管理，因此透過顧客關係管理的建立，讓醫院得以鞏固現有病患、贏得新的病患，並且與病患有更密切的互動，也讓醫院擁有永續經營的核心競爭優勢。
本研究運用顧客關係管理觀點、顧客滿意度指標及醫療服務現況做整合性分析，針對醫院護理人員及住院病患進行實地問卷調查與分析，以了解醫院提供之醫療服務品質是否符合病患的實際需求。
研究結果發現：病患的知覺期望服務品質、知覺感受服務品質、知覺價值提升，病患滿意度也相對提升；護理人員人口特質對顧客關係管理認知、重要性、實際執行、自我滿意等方面有不同的認知與表現，且顧客關係管理認知、重要性、實際執行、自我滿意等潛在變項間有顯著正相關性。在病患滿意度與護理人員自我滿意中，護理人員對病患病情隱私保密性、護理人員重視病患意見、護理人員處理病患意見等方面是護理人員提供之服務讓病患感到不足，應可加以改善。 Due to the continuous changes in the cost-control policy of the National Health Insurance plan and highly demanded quality of health care by consumers, the hospitals in Taiwan are fighting fierce battles for surviving. In 2002, Marketing Health Services predicted that the health institutions shall adopt the customer-centered marketing management in five years. Via customer relationship management (CRM), built upon one-to-one service base, hospitals win loyalty of patients and thus gain their competing strength in health care business.
In order to verify that the health service quality has met the expectation of patients in conventional health care institutions, this study integrates the concepts of CRM, the indices of customer satisfaction and health service in practice as a whole. A survey is performed on both nurses and inpatients via questionnaires and further statistically analyzed.
The results suggest that the satisfaction level of patients increases while the perceptive expectation, the perceptive sensibility and perceptive value increase respectively. The four latent variables extracted from CRM, namely perception, importance, implementation and self-satisfaction, are significantly positively correlated with each other. Furthermore, the demographic characteristics of nursing staff significantly affect their perception, implementation on CRM and self-satisfaction. Finally the only service which hasn’t reached the standard corresponding to patients is ‘concerning opinions of patients’.
