Application of Native XML Database in Hospital Marketing Decision Support Systems

Abstract

In knowledge economy era, with the fast growth on WWW, the emerging web services and customer relationship management (CRM) issues are being widely concerned. Many hospitals are eager to establish their own CRM system to provide quality service and discover some metadata that new customers may have. Once the amount of service is increased, huge data will be accompanied. In the light of the extracted information from medical database, it can be used to hold the relationship between the medical personnel and the customers. Thus, how to find and exploit useful knowledge from the database is critical to survive for the hospitals to consolidate customer faithfulness and raise their competence. This study is to develop a hospital marketing decision support system utilizing the essence of knowledge sharing and related technique to explore XML-formatted data from the so-called native XML database. With the help of a case-based model, the result will assist hospital marketing decision-makers in making their decisions to meet customers’ requirements and cater for the marketing strategy tendency. This paper will contribute not only to the hospital marketing decision support but also to any related applications where the knowledge issue and native XML database are concerned.