Customer Relationship Management in Affiliated Hospitals of Zabol University of Medical Sciences

Abstract

Background: In today's competitive environment, continuous, continuous and long-term relationship with the customer is the key to achieving the success of healthcare organizations. Therefore, this study was conducted to survey customer relationship management in affiliated hospitals of Zabol University of medical sciences. Methods: This study is applied and descriptive in terms of method. The statistical population includes the staff of hospitals that 205 people were selected by simple random sampling method. The data collection tool was a two-part questionnaire (demographic and customer relationship management). Research data were analyzed using SPSS 18 software. Results: In this study, the average score of customer relationship management was 3.16 points. The average scores of each of the dimensions of attracting, maintaining and expanding customer relations, infrastructure dimension and customer orientation dimension were 3.1, 2.9 and 3.48 points, respectively. Conclusion: According to the findings, customer relationship management and each of its dimensions was in a moderate position. Therefore, managers of health care organizations should take steps to improve each of the dimensions of customer relationship management in order to increase the loyalty of their customers and the productivity of the organization.