Study On The Status And Inlfuencing Factors Of Hospital Customer Relationship Management In A Private Hospital In Huangshan City Of Anhui Province

Objectives: To analyze the influencing factors of Customer Relationship Managementin a private hospital in Huangshan city, and propose recommendations which can beused to improve the quality of medical service and provide reference for otherhospitals.Methods: Check-ups, outpatients, inpatients, discharged patients and hospital staffwere surveyed in December2010and April2011.By using cluster sampling, inpatientsfrom internal medicine, surgery, obstetrics and gynecology, orthopaedics and hospitalstaff from the clinical department, medical department, administrative department andlogistical department were selected. Check-ups, outpatients, and discharged patientswere selected by random sampling. Check-ups, outpatients, inpatients and hospitalstaff were interviewed face to face by check-up questionnaire, outpatient questionnaire,inpatient questionnaire and hospital staff questionnaire respectively, while dischargedpatient questionnaire was used in discharged patients by telephone. In addition,hospital principal was interviewed face to face by hospital information questionnaire.Data entry software was EpiData3.1. All analyses were performed using the SPSS13.0statistical package. Results:①695questionnaires were sent out,619valid questionnaires were obtained.The valid response rate was95.2%;②39.1%of check-ups wanted telephone counseling, while26.4%of them wantedappointment registration, and62.7%of check-ups wanted hospital newspapers whichcould reflect the patient’s treatment and hospital culture. Friends and relatives’introduction of the hospital and hospital social activities were the main ways foroutpatients and inpatients to know the hospital, and41.8%of them believed thathospital information described by their friends and relatives were more reliable.63.5%of the discharged patients wanted follow-up from the hospital, and62.1%of themhoped hospital follow-up conducted by telephone;③There were significant difference of overall satisfaction score among outpatients,inpatients and discharged patients, with overall satisfaction scores being3.99士0.31,3.79士0.48,3.81士0.46respectively;④There were significant difference of repeat purchase behavior （χ~2=22.472，P<0.001）and recommendation behavior （χ~2=112.260，P<0.001）among outpatients,inpatients and discharged patients. Overall satisfaction, medical satisfaction, feessatisfaction had effects on patient loyalty;⑤There were significant difference among hospital staff work return satisfaction,work development satisfaction, the relationship between colleagues satisfaction, therelationship between leaderships satisfaction, with satisfaction scores being2.64士0.73,2.97士0.43,4.18士0.45,3.27士0.55respectively. Age, post, job category hadeffects on hospital staff satisfaction.Hospital staff satisfaction was significantly andindependently increased with older age and post.⑥66.4%of the hospital staff could withstand the work pressure,20.0%of them hadwork pressure. The work pressure came from themselves development and all kinds ofassessment;⑦36.4%of the hospital staff chose to work in the hospital because of believing themselves success in future, while23.6%of them because of just a few miles from thehospital to their homes.42.9%of the hospital staff remained in the hospital because ofworking in harmony with their colleagues, while27.9%of them because of shortdistance from the hospital to their homes. The hospital staff resignation because of lowwages, poor prospects of hospital, accounted for39.3%,22.9%respectively.Conclusions:①Interpersonal communication has great effects on hospital marking;②Environment and service is an outstanding field, but medical is a restrictioncondition;③Patient satisfaction has effects on patient loyalty. In a certain extent,satisfaction and loyalty get positive correlation;④The lowest satisfaction scores ofhospital staff are work return and development. The treatment for hospital staff shouldbe improved, and the promotion system should be completed;⑤The hospital is lack ofappropriate human resources and management department, and the practice isn’tcomprehensive;⑥The hospital should perfect institutional framework and make asystematic work of hospital customer relationship management.