• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.2
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• pp.758-764
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• 2010

This study showed effective and new applicative direction of CRM of medical management after arranging CRM researches, measuring CRM activity and the results of medical institutions and clearing factors having an effect. In other words, 'Human Factors' variables and 'Physical Factors' variables have an effect on the result of CRM. 'Human Factors' variables have an effect on the qualitative result and 'Physical Factors' variables have an effect on the quantitative performance. In more strategic CRM continuum, Human Factors have a significant effect on the whole performance of CRM. And in more tactical, CRM continuum Human Factors and Physical Factors have significant effect on the whole performance of CRM. Consequently, The key point is grasp of what characteristics exist in CRM between strategic level and tactical level. This provides the foundation for the variables in marketing practice.