Investigating factors in implementation of electronic customer relationship management and its consequences in private hospitals in Isfahan city

Abstract

Nowadays customer relationship and customer loyalty are gaining importance in hospitals, and hospitals are trying to attract customers' satisfaction and establish long-term relationships with them. The purpose of this study is to investigate the effect of key factors on the implementation of electronic customer relationship management in private hospitals and health centres, as well as its impact on customer satisfaction, customer loyalty. The statistical population of this study included 249 employees, practitioners and managers of private hospitals in Isfahan who were randomly selected. A researcher made questionnaire was used to collect information. For determining the validity of the questionnaire, face validity was used and the Cronbach's alpha was utilised to determine the reliability of the questionnaire. Cronbach's alpha coefficient calculated for the questionnaire was 0.85. In order to analyse the collected data, Pearson correlation coefficient test using SpSS18 and also the structural equation approach was applied using smart pls software to study and test the research hypotheses. The results of the research showed that the effective implementation of customer relationship management and considering the important factors in implementation have a positive effect on customer satisfaction, customer loyalty, and profitability of hospitals.