A Research Of Public Hospital Customer Relationship Management Performance Evaluation

Medical care service is an important part of people's livelihood,thus attracts much attention.In China,medical services are provided mainly by public hospitals,and the reforms in the medical system,including the graded medical service,cancelation of medicine price markups,and major changes in the pricing of medical services,have brought huge challenges to public hospitals.In the face of policy pressure and public demand,public hospitals,in order to survive and develop,must not only improve the quality of medical service,enhance management levels,but also shift from the model of illness-centered to patient-centered,improve satisfactory rates,and as a result improve the level of performance,boost comprehensive competitiveness and achieve sustainable development.The main content and results of this dissertation are summarized as follows:(1)This dissertation applies the idea of Customer Relationship Management(CRM)to the performance management of Hospital A.In order to bring back the public welfare orientation to public hospitals,this dissertation adopts the CRM theory to establish a new performance evaluation system that suits the development needs of public hospitals and then conducts application research,which could provide theoretical proof and practical experience to the development of public hospitals.(2)This dissertation takes advantage of Balanced Score Card(BSC)to construct a performance evaluation system for Hospital A.With reference to current policy and regulations,this dissertation analyzes the current scheme of performance evaluation,in order to find problems and shortcomings to be dealt with,and after breaking down the strategic goals by Strategy Map,the process uses BSC to establish CRM performance evaluation indicators in four aspects of finance,patients,internal workflow,and learning and growth,and then provides the evalution criteria.(3)The dissertation analyses the results of patients' satisfactory survey and performance evaluation on Hospital A,Which could provide reference for other research on CRM perfornance evalation of public hospitals.The dissertation evaluates the CRM performance level of Hospital A,so as to achieve the effective application of the hospital's overall strategic vision at all levels.This will provide further development suggestions to public hospitals in aspects like policy support,workflow refinery,internal management and relations with patients.The academic value and application value of this research lie in four aspects.(1)discover the influence of patients satisfactory rates on Hospital A's performance levels,via research on the CRM performance evaluation;(2)turn CRM theories into specific indicators and evaluate Hospital A,s performance;(3)include the patients satisfactory survey in BSC and conduct two-way analysis to hospital and patients;(4)raise improvement suggestions to common problems in public hospital patients satisfactory rates based on analysis results to Hospital A's performance evaluation.