Study On Customer Value Structure Of System And Application Of Medical Services

Customer value, which is considered as the new source of competitive advantage, has become the focus of management academe since 1990th. But till now the customer value component study is not yet mature. A perfect frame hasn't been proposed and there's a lack of demonstration studies. This paper probes into the theory of customer value and carries out a demonstration study of component model in healthcare context. The paper also makes a practical application of the indexes system that has been proved valid in a hospital and draws some useful conclusions.Nowadays, the healthcare industry in China is during an important period of turning and development. Every hospital is facing great challenges and opportunities. How to create excellent customer value and build competitive advantage has been a significant project of healthcare industry. However, the instruction of customer value has not been turned into effective and operable management strategies. According to the reality and character of healthcare, the paper deeply analyzes the structure of customer value, and provides a set of specific management strategies.Based on the integration of theory, the paper develops a model of customer value and proposes specific indexes on both benefits and sacrifices aspects to deepen and extend the research. In demonstration study, we choose an integrative hospital in Rank III Grade I as the investigation object and collect large amount of credible data. By using statistics software SPSS 13.0 to analyze data, we examine the validity of the model, modify the structural components, and finally consummate the indexes system of healthcare customer value. On account of the different perceived value among individuals, we analyze the needs and gains of medical service among different customer. The paper also studies the influence factors of healthcare customer value.In order to realize the practical instruction of customer value to healthcare industry, the paper uses the evaluation techniques of Customer Value Curves and Importance-Performance Analysis to evaluate the healthcare customer value of the hospital and to distinguish the advantage and disadvantage items of medical service. Furthermore, the paper uses customer segmentation to identify the characteristic of target customers, points out the direction and means to improve customer value, and proposes specific and operable strategies of customer value management, which leads to value maximization and sustainable competitive advantage.