의료기관 고객관계관리(CRM) 활동과 CRM 성과 간 관계에 관한 실증 연구
An Empirical Study on the Effects of CRM Process on CRM Performance in Medical Institutions
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연구목적: 본 연구는 의료기관이라는 특수한 상황에 적합한 CRM 프로세스를 확인하며, 특히 병원 내 직원과 병원 고객들을 대상으로 CRM 활동과 그 결과의 관계를 확인함으로서, CRM 활동이 갖는 영향의 차이를 확인하고자 한다. 연구 설계 및 방법론: 종합병원 근무자(의사, 간호사, 직원) 199명, 그리고 병원의 고객 204명을 대상으로 자료를 수집하고 실증분석을 하였으며, 본 연구에서 제안된 가설을 검증하기 위해 Smart PLS를 이용하여 분석을 실시하였다. 분석 및 연구 결과: 직원들을 대상으로 수집된 자료를 분석한 결과, 병원의 CRM 활동 중 CRM 과정활동만이 신뢰의 매개를 통해 몰입에 유의적인 영향을 미치는 것으로 나타났다. 반면, 고객을 대상으로 수집된 자료에서는 CRM 사전활동, 과정활동, 그리고 사후활동 모두 신뢰에 긍정적인 영향을 미치는 것으로 나타났으며, 특히 CRM 활동들과 신뢰, 그리고 몰입 간의 인과관계가 발견되었다. 이러한 결과는 병원의 CRM 활동에 대한 영향에 있어, 직원과 고객 간 다른 시각을 갖고 있음을 의미하는 것이다. 한편, 직원과 고객 모두에서 관계 품질과 CRM 성과 간 정(positive)의 인과관계가 발견되었다. 이는 기존 연구와 일치하는 결과이다. 시사점 및 연구의 한계점: 직원과 고객 간 CRM 영향에 대한 시각의 차이가 존재한다는 것은, 효과적인 CRM의 실행을 위해서는 기술, 고객, 그리고 직원 간 조화가 필요함을 의미한다. 즉 단순한 CRM 프로그램의 도입이 고객의 충성도를 가져오는 것이 아니며, CRM 프로그램에 직원들이 보다 더 관여되고 몰입될 수 있도록 다양한 접근을 시도할 필요가 있다. 한편 본 연구는 시간의 흐름을 반영하지 못한다는 한계점을 갖는다. 향후 연구방향: CRM 프로세스의 각 단계에 대한 관점을 지속적으로 수정/보완할 필요가 있으며, 다양한 규모 및 진료과목에 따른 분석이 필요하다. 또한 시간의 흐름에 따른 CRM의 영향을 확인할 필요가 있다. 공헌점: 본 연구를 통해 기존의 CRM 관련 연구 흐름에 공헌할 뿐 아니라, 병원이라는 전문 서비스 업체에서의 CRM 활동과 그 영향, 그리고 이러한 영향에 대한 조직과 고객의 시각 차이에 대한 이론적, 실무적 시사점을 제공하였다.
Abstract
Purpose: The most fundamental purpose of this study is to verify the CRM process of special situations in medical institutions. Design/methodology/approach: This study collected data from 240 customers and 199 workers of a general hospital. Further, we used the PLS analysis and the results are as follows. Results: For the results of the workers group, only relationship maintenance has a significant effect on commitment mediated by trust. On the contrary, there are positive effects in all CRM activities(relationship initiation, relationship maintenance, relationship termination) on trust in the customers group. Moreover, we found causal relationships among CRM activities, trust, and commitment in the customers group. This implies that hospital employees and customers have different perspectives regarding the effects of CRM activities of hospitals. Research implications/limitations: For the execution of effective CRM, harmony is necessary between technology, employees, and customers. On the other hand, in the present study, we have some limitations that do not reflect the flow of time and the diverseness of courses and size of hospitals. Future work/research: Overall it is necessary to reflect the flow of time and studies according to different clinical courses and various sizes. Originality/value: This study contributes to the stem of research of CRM. Furthermore, it provides theoretical and practical implications of CRM activities as well as effects in the context of hospitals along with the differences in the viewpoint between employees and customers of hospitals regarding CRM effects.
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