摘要：Previous studies on customer relationship management (CRM) focused mainly on exploring how CRM techniques can improve organizational benefits, what key success factors and influential elements can adapt to CRM, etc. However, the integration of CRM contents into organizational activities to achieve CRM benefits requires further investigation. This study evaluated the interrelationships between CRM contents and CRM benefits using fuzzy set theory; and also provides suggestions on how to introduce CRM contents to CRM benefits in actual hospital settings. Analytical results based on a series of expert interviews indicated that CRM contents could impact the promotion of CRM benefits, especially focus on the category of data collection, the key item including data collection of optimum practices, internal processes, patients’ basic information, healthcare marketplace, etc. Decision makers could prioritize CRM contents and decide the implement schedule of CRM contents. Additionally, through evaluation of CRM contents, the decision makers can assess the importance of different categories of CRM contents and determine the priority for investing in CRM activities by ranking these categories.
关键词：Customer relationship management (CRM); fuzzy set theory; analytic hierarchy process (AHP); CRM content; CRM benefit
