การพัฒนาและประเมินระบบ CRM+AI เพื่อยกระดับบริการของสถานพยาบาลเอกชนในกรุงเทพฯ

Sirachaya Karawek

doi:10.60027/iarj.2025.285859

Authors

Sirachaya Karawek Faculty of Business Administration, Bangkokthonburi University, Thailand https://orcid.org/0009-0005-4428-9189

DOI:

https://doi.org/10.60027/iarj.2025.285859

Keywords:

Customer Relationship Management, Artificial Intelligence, Private Healthcare

Abstract

Background and Aims: In the digital era, private healthcare facilities in Bangkok face competitive challenges. The research aims to (1) investigate the effectiveness level of the Customer Relationship Management integrated with Artificial Intelligence (CRM+AI) system and (2) evaluate the system's efficiency in enhancing service quality for private healthcare facilities.

Methodology: A mixed-methods research approach was employed, collecting quantitative data from 500 service recipients and qualitative data through interviews with 25 managers and personnel across five private hospitals. Research instruments were validated with a content validity index (IOC) between 0.67-1.00 and a reliability coefficient of 0.91. Data was analyzed using descriptive statistics, t-tests, ANOVA, and content analysis.

Results: The CRM+AI system demonstrated very high overall effectiveness (Mean = 4.70), with the customer data management system being the most effective. The system achieved a 44.5% reduction in service time, increased accuracy to 96.3%, and improved customer satisfaction from 4.06 to 4.62.

Conclusion: Developing an appropriate CRM+AI system requires integrating data management, behavior analysis, and intelligent service systems. The system significantly enhanced service efficiency, customer satisfaction, and operational effectiveness.

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