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Relationships between Dynamic Database Management and Customer Relationship Management Success of Private Hospital Businesses in Thailand
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Auggima Aintarawichen* Charuay Savithi2 amd Manirath Wongsim3
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Assistant Professor, Mahasarakham Business School, Mahasarakham University
Abstract
The purpose of this research was to test the relationship between dynamic database
management and customer relationship management success of Private hospital businesses in Thailand by using questionnaires to collected data from 107 information technology executive of private hospital businesses in Thailand. The statistics used for data analysis were analysis of multiple correlations, simple regression analysis, and multiple regression analysis. Results showed that dynamic database
management, data interpretation and presentation, data distribution, and data control positively affected and correlated with customer relationship management success. Therefore, information technology executives of private hospital businesses in Thailand should emphasize data interpretation and presentation that support a quick distribution of information within the business as well as secure data and control the accuracy of information. As a result, it minimizes data redundancy and increase data interdependence. The dynamic database management will result in an efficient business management.
Keywords : Dynamic Database Management , Customer Relationship Management Success, Private Hospital Businesses in Thailand
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