Checking Effective Factors and Presenting the Framework for Customer Relationship Management in Hospitals in Iran

Abstract

Rapid progress in communication and information technology and fierce competition in hospitals to attract and retain customers has led to concept of customer relationship management. Hospitals today possess the most significant factor in health care system and play an important role in people’s health maintenance. CRM’s noticeable improvement in a hospital can include immediate access to patient’s record, prompt response to patient’s appointment and patient’s immediate admission, timely review of complaints, and flexibility in service delivery to patients. Patient’s satisfaction is the ultimate key in maintaining profitability of hospitals. The purpose of this study is to find effective factors and presenting a framework for customer relationship management in hospitals in Iran. Thus, it examines the framework and factors in patient’s satisfaction in hospitals.