Factors Affecting Customer Relationship Management Perception: A Study of Jordnian Hospital Sector

Abdel Rahman Alkhazali,Shahizan Hassan

doi:10.5539/jms.v5n3p126

Abstract

The concept of Customer Relation ManagementSystem (CRMS) has engendered considerable interest in Jordan in recent years. While previous research on the relationship between external, organization and technology factors and CRMS perceptions has largely been based on international data, this paper reviews the relationship between the perception of external, organization and technology factors and CRMS perceptions in the Jordanian hospital. A total of 103 responses were received from a population that had already worked in Jordanian hospital. The partial least squares equation modeling was used as the approach to examine the proposed model. This study found a significant relationship between technology and organization factors and CRMS perception. The findings imply the need for hospital, particularly Amman and Irbid, to strategically leverage the effect of CRMS on hospital performance.

Highlights

Customer-Relationship Management (CRM) is conceptualized as a means of integrating sales, marketing and service strategies tomaximize customer benefits and improve long-term business-customer relationship (Pulevska, 2008)
While previous research on the relationship between external, organization and technology factors and Customer Relation ManagementSystem (CRMS) perceptions has largely been based on international data, this paper reviews the relationship between the perception of external, organization and technology factors and CRMS perceptions in the Jordanian hospital
This study found a significant relationship between technology and organization factors and CRMS perception

Summary

Introduction

Customer-Relationship Management (CRM) is conceptualized as a means of integrating sales, marketing and service strategies tomaximize customer benefits and improve long-term business-customer relationship (Pulevska, 2008). From the modern marketing perspective, CRM is seen as the new paradigm, which is given the most priority in the decision-making process and serves as an essential tool for most business firms that are working towards creating a long-term and rewarding interaction with their customers (Lostakova, 2009; Morgan, 2009; Kim, Kim, & Park, 2010). CRMS concept is still at its infancy stage, especially in Jordan (Alsmadi & Alnawas, 2011). Alsmadi et al (2011) attempted to develop a CRM model and empirically test its underlying compositions in the banking and financial sector in Jordan. Alsmadi et al (2011) attempted to develop a CRM model and empirically test its underlying compositions in the banking and financial sector in Jordan. Harb and Abu-Shanab (2009) showed how Zain (a telecommunications company in Jordan) moved toward CRM implementation and provided features that addressed customers’ needs to improve their loyalty and maintain better relationships with them in Jordan

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