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Abstract : This study aimed to analyze the effect of medical CRM system operation on management improvement and ensuring customer satisfaction in hospitals, and to provide basic data that can be used in the hospital's strategic marketing.This study investigated conditions before and after the medical CRM system was put in operation in six places of the doctor's clinics and medical institutions: dishonored reservation ratio, new customer visiting rates, VIP customer rate, number of consultation application or the visiting rate of the consultation customer, and the claim rate. To research the effect of customer satisfaction regarding the medical CRM system, this study investigated four hospitals that operate a medical CRM system, as well as 670 outpatients in four hospitals do not have such a system. The data were collected for 20 days, from April 15, 2005 to May 4, 2005. Collected data were analyzed with SPSS Win 11.5 .The analyzed result are shown below: 1.In terms of the effect on improvement the hospital, 1) Dishonored reservation ratio decreased much more after the system was in operation than before the operation showing an average of 8% decrease in the doctor's office decrease in the hospital. (2) New customer visiting ratio increased remarkably in the doctor's office and the medical institution after the implementation of the CRM system showing a 5% increase in doctor's office and 1% increase in the hospital. (3) VIP customers increased much more, showing 4% increase in the doctor's office and 3% increase in the hospital after the implementation of the system(4) Consultation application showed an increase of 35 cases in doctor's offices and cases increase in the hospital after the CRM system was implemented (5) Claim ratio decreased significantly ,a decrease of 6 cases in the doctor's office and 9 cases the hospital after system was implemented. 2. In terms of effect on customer satisfaction, the customer satisfaction is much higher in hospitals that have a medical CRM system in place, than in those hospitals that do not operate such a system: medical examining and treatment satisfaction (t = 3.892, p = 0.001), the service satisfaction before medical examining (t = 2.844, p= 0.005), the service satisfaction after medical examining (t = 22.60, p= 0.001) and general satisfaction (t = 6.989, p =0.001). According to the result of this study, the operation of the medical CRM system has a positive effect on management improvement and customer satisfaction in hospitals.

keyword : CRM, CRM system, Medical CRM system, Marketing

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