Research The Construction Of Hospital Customer Service Center Function Modules Based On Customer Value Chain Theory

The patient’s degree of freedom on selecting the hospitals has greatly enhanced in theprocess of seeking medical services, with the continuous development of society and thedeepening of the reform of the health system. And medical services are accepted as internalfactors to create value by most hospital administrators, especially during the opening of themedical market. So the important issue the hospital administrators have to face is how toachieve the transition of service concept from simply medical services to concern aboutcustomer service.The paper studies the relationship between the patients’ satisfaction loyalty and thebehavioral activity of hospital completely from the customer point of view, not only on theconstruction of the relational model but also on the tools to be used. And it does the survey onthree types of crown, which the first two types are the internal and external customers, and theother type is clinical and management experts. Then it studies the activities affecting thecustomer perceived pros and cons on the medical services chain and the construction of therelationship between the patients’ satisfaction loyalty and the behavioral activity of hospitals,which by a random survey on the external customers, and a interview on the internalcustomers, then combination the results of depth survey on the experts.The main results of the theoretical and the empirical research are as follows:1．Build the medical services chain, the patient value chain, the basical value chain of thehospital and the hospital profit chain. It helps for the hospital administrators to constructinternal and external value chain diagram by studying the theory of the value chain, whichalso be a great help for the efficient integration of information flow, logistics and capital flow.And the hospital administrators will find hidden flaws and loopholes which lays thefoundation for the next step in process optimization in the integration. 2．Build the relationship model between the patient satisfaction loyalty and the hospitalbehavior activities. The health care providers must study a series of activities that affectcustomer behavior to increase value creation. And it helps for getting the important valueactivities that affect patients’ perceived value and laying a foundation for building therelationship model by studying the value chain theory.3．The principles of process optimization management. When the relationship model hasbeen established, the process reengineering and optimization should be taken as a veryimportant step before customer marketing, otherwise the hospital will not realize thecommitment to customers because of the process which is not enough convenient andefficient.4．Design the Hospital Customer Service Center function module. The hospital canmanage the customer relationships on the basis of the above mentioned work, It can establishthe appropriate customer health records, propose the Hospital Customer Service Centerfunction module construction concept accord to differences in customer consumption, andconducted a preliminary study on the Hospital Customer Service Center staffing standards bygrasping and understanding the psychological needs of the customer and consumer dynamics.