在面對激烈競爭的環境，與病患建立及維持顧客關係已成為醫院首要的工作之一。因此，醫療服務提供者莫不努力快速回應並滿足病患的需求以吸引病患到該醫院就醫‧經文獻回顧後，我們可知：過去有關於醫院顧客關係管理之研究多著重在CRM相關的資訊科技之討論、影響顧客關係管理導入的關鍵成功因素及顧客關係管理的導入架構和流程，但是有關於醫院顧客關係管理導入內容和顧客關係管理導入後效益之關係卻鮮少有文獻著墨，而這方面的研究對於醫院管理者在評估是否要導入及如何導入顧客關係管理之內容是非常重要的課題。
基於以上的研究動機，本研究的研究目的為：(1)利用層級程序分析法找出專家所認定之顧客關係管理導入後效益各因素之權重；(2)利用模糊理論探討顧客關係管理導入內容與顧客關係管理導入後效益之關係；(3)根據研究結果提供醫院管理者如何連結顧客關係管理導入內容與顧客關係管理導入後效益之建議。
本研究研究結果指出專家所認定之顧客關係管理導入後效益各因素之重要性由高至低依序是提升診斷及治療能力、關懷病患及視病猶親、增加病患就醫流程流暢、促進醫院內部溝通管道順暢、強化醫療服務營業支援性、精進醫院營運能力及增強醫院支援性服務能力。
此外，本研究發現：若醫療服務提供者優先導入醫院內部流程資訊蒐集，則可同時達到七個CRM效益中的六個效益；若醫療服務提供者導入最佳化實行資訊之蒐集、病患抱怨資訊蒐集和醫療市場資訊蒐集，則亦同時達到七個CRM效益中的三個效益；若醫療服務提供者導入醫療市場競爭者資訊蒐集和病患資料蒐集，則亦同時達到七個CRM效益中的二個效益。以上幾項顧客關係管理導入內容建議醫療服務提供者可以優先導入‧另外醫院的管理者可以是依據本身所處醫院的特性和需求決定哪些顧客關係管理導入內容應優先導入，而其他的顧客關係管理導入內容可以等到醫院的資源能配合時再行導入。

Faced with the rigorously competitive environment, the need to build and maintain customer relationships has become a fundamental priority for hospitals. Thus, many healthcare providers have exercised different efforts to fit customers’ quick behavioral change and the burgeoning concept of fitness by enhancing the healthcare service qualities to attract customers. After reviewing the related literatures about CRM in the healthcare industry, we could discover that past researchers focused mostly on exploring how CRM techniques can improve the benefits, what key success factors and influential elements can adopt CRM, and depict the framework of CRM processes. However, how CRM contents could be integrated into organizational activities and achieve CRM benefits is subject to further validation.
Based on the above research motivation, the research objectives of this study are as follow: (1)To find out the weights and effects of each defined items of CRM benefits by AHP; (2) To evaluate and explore the interrelationships between the CRM contents and CRM benefits by using Fuzzy Set Theory; (3)To provide more objectively strategic suggestions for hospital managers in decision-making on how to introduce CRM and how to associate the CRM contents with CRM benefits in the actual hospital setting.
The degree of significance of CRM benefits from high to low are strengthening abilities of diagnosis and medical treatment, patients’ attentiveness, enhancing efficiency of patients’ medical treatment processes, encouraging smooth of internal communication, intensifying support of hospital operation, reinforcing abilities of hospital operation, and consolidating supportive services, respectively.
Beside, we discover that if healthcare providers introduce the CRM contents of data collection of internal processes, they may mostly attain 6 items of CRM benefits. And if healthcare providers introduce the CRM contents of data collection of optimum practices, data collection of patients’ complaints and data collection of healthcare marketplace, they may attain 3 items of CRM benefits. And if healthcare providers introduce the CRM contents of data collection of competitors in healthcare industry and data collection of patients’ basic information, they may attain 2 items of CRM benefits. All these CRM contents mentioned above are recommended to be introduced firstly. And the hospital management can identify the priority of CRM items that several items need to implement right away and other items could be waited until the resources are available. In addition, through the analysis of 4 categories of CRM contents, the hospital management can evaluate every category of CRM contents and decide the priority to invest on CRM activities through the rankings.

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