Customer relationship management in a tertiary level hospital

Afsana Bilkis,Arifa Sultana,Ashees Kumar Saha,China Rani Mittra,Khorshed Ali Miah,Mst Shahida Parvin

doi:10.3329/ajmbr.v6i3.49814

Abstract

This cross-sectional study was conducted at OPD of Khulna Medical College Hospital (KMCH). This study aimed to assess the status of Customer Relationship Management (CRM) in a tertiary level hospital in Khulna city from 1st January to 31st December 2016. Total 200 samples were included purposively. Among them 150 respondents were health care receivers and 50 participants were health care providers and interviewed with a pre-tested semi-structured questionnaire and a checklist was used to collect information regarding administrative facility, physical facility and utility services. Data were analyzed by using Statistical Package for Social Science version (SPSS) 22 and appropriate statistical tests were performed. Most (62.3%) of the service receivers were satisfied about the doctors dealing in OPD. It was found that majority of service provider (82%) had not knowledge about CRM and its objectives. Majority (82%) of the service receiver came to hospital willingly and (47.3%) of service receivers were spent less than one hours for getting total treatment.). Most (40%) of service providers said that there were a lack of service provider, modern equipment and medication in the OPD and they recommended that enhanced manpower, modern equipment and adequate supply of medication. About half 49.3% of the service receivers suggested in manpower should be increased. Therefore, attempts could be taken to implement customer relationship management as a process for improving hospitals performance and improving communication between service providers and service receiver in hospitals. Asian J. Med. Biol. Res. September 2020, 6(3): 599-607

Highlights

Customer Relationship Management (CRM) is a business approach that integrates people, processes and technology to maximize the relations of an organization with all types of customers
To the question “Dose your hospital Outpatient departments (OPDs) follow one of the objective of Patient Relationship Management (PRM)?” as shown in Table 6, there were 50 service providers, 8 representing 16% of the provide have gave their opinion that Hospital OPD follow one of the objective (Improving patient service) of PRM and 1 representing 2% of the provider gave their opinion which hospital OPD does not follow any objective of CRM (PRM), and 41 (82%) didn’t have knowledge regarding about CRM objective
The present study describes the customer relationship management in a tertiary level hospital’ OPD of KMCH

Summary

Introduction

Customer Relationship Management (CRM) is a business approach that integrates people, processes and technology to maximize the relations of an organization with all types of customers. According to Koh and Tan (2005), Customer Relationship Management is a core strategy in managing interactions between commercial organizations and their customers. It is no less important in a healthcare context. Because patients are the key customers of hospitals and other healthcare settings”. The term Patient Relationship Management (PRM) is used for systems in the organizations. With PRM, healthcare organization focus is set on determining and meeting patient needs (Siau, 2003).

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Conclusion