Empirical Studies On Health Service Quality And Customer Relationship Management Of Physical Examination Center

As the society thrives and human’s cognition develops, People’s concern and demand for health are increasing. Increasing number of Physical Examination Centers (PECs) have begun operating since the establishment of the first private PEC in2002. The booming of the PECs industry not only brings high profits and social benefits but also brings high market competition pressure to those PECs. As a result, how to get informed of the customer market better, to meet customers’ requirements, to improve the medical service quality and to increase the degree of satisfaction and customer retention become the core issues to many PECs practitioners.Customer relationship management (CRM) is an enterprising strategy based on the customers’ expectations and psychological requirements. Through analyzing obtained customers’ data, the enterprise can understand its customers’ needs and consumers’ preferences, so as to provide its customers specific products and services. Meanwhile, by particular management of the relationships between enterprises and customers, the enterprise can improve its customers’ level of satisfactions and maintain its customer retention, and achieve the balance between the maximum value of customers and the maximum profit for the enterprise. In recent years, more and more researchers have applied customer relationship management (CRM) strategy in their research in the healthcare industry, for the purpose of making the PECs more customer-oriented, and learning about the demand of healthcare services from customers’ perspective. Those efforts will enable PECs to provide customers with satisfactory products and services, and to advance the development of the whole healthcare industry.With the purpose of improving the medical services’ quality of S hospital’s PEC department, this research explores the marketing strategies on how to promote the development of PECs. Firstly, the author’s survey team uses the PEST and SWOT methods to analyze the current operating conditions of S hospital’s PEC and the weaknesses, opportunities and threats that the PEC is facing. Secondly, they use the data mining on the clients’information in the PEC. The author’s survey team divides the clients into three types, individual clients, group clients and medical staff clients, and design specific questionnaires for them respectively. They randomly choose hundreds of those questionnaires in recent years, and analyze the customers’ expectations on the PEC’s environment, facility, technology, as well as the medical staff’s attitude and service quality. At the end, the team explores the targeted strategies on how to improve the quality of medical service, and to promote the degree of satisfaction and consumer retention in order to attract more potential customers.