고객관계 지향성, 고객관계관리 활동, 적응판매행동, 그리고 고객충성도의 관계

A Study on Relationship among Customer Relationship Orientation, Customer Relationship Management, Adaptive Selling Behavior, and Customer Loyalty: Focus on Medical Service

본 연구는 수도권에 위치한 종합병원의 의료산업 종사자를 대상으로 고객관계지향성, CRM사전활동, CRM 과정활동, CRM 사후활동, 적응판매행동, 그리고 고객충성도간의 관계를 분석한 후 의료서비스 산업에 유의한 시사점을 제공하고자 하였는데, 연구결과와 시사점은 다음과 같다. 첫째, 고객관계지향성은 CRM 사전활동, CRM 과정활동, CRM 사후활동과 모두 유의한 관계에 있는 것으로 밝혀졌다. 둘째, CRM 사전활동은 가설과는 정반대로 적응판매 행동에 음(-)의 영향을 미치는 것으로 나타났다. 셋째, CRM 과정활동 또한 적응판매행동에 유의한 영향을 미치는 것으로 나타났다. 넷째, CRM 사후활동은 적응판매행동에 유의한 영향을 미치지 못하는 것으로 나타났다. 마지막으로, 적응판매행동은 고객충성도에 정의 영향을 미치는 것으로 나타났다. 본 연구는 의료서비스에서도 고객관계지향성이 높은 조직이 적응판매행동뿐만 아니라 고객충성도와 같은 성과가 높게 나오는 것으로 밝혀져 의료서비스 분야에 의미 있는 시사점을 제공하고 있다.

This study aimed to provide significant implications after analyzing the relationship between customer relationship orientation, CRM pre-activities, CRM process activities, CRM post-activities, adaptive sales behavior, and customer loyalty targeting 195 samples in the medical industry at general hospitals located in the metropolitan area. The research results and implications are as follows. First, customer relationship orientation was found to be significantly related to CRM pre-activities, CRM process activities, and CRM post-activities. Second, CRM pre-activities was found to have a positive effect on adaptive selling behavior. Third, it was found that CRM process activities also had a significant effect on adaptive sales behavior. Fourth, it was found that CRM post-activities did not have a significant effect on adaptive sales behavior. Finally, it was found that adaptive selling behavior had a positive effect on customer loyalty. This study provides significant implications for the medical service area as it is found that organizations with high customer relationship orientation in the medical services have high outcomes such as customer loyalty as well as adaptive sales behavior.