Parameters Identification Related to Design of Customer Relationship Management Structure for Health Tourism Facilitators in Iran: A Case Study of Iran

Abstract

The Health Tourism Industry is burgeoning within Iran, presenting promising opportunities. Despite its relative infancy in the country, this sector predominantly comprises Small and Medium Enterprises (SMEs). These entities encounter a spectrum of challenges as they navigate the path to growth, with Customer Relationship Management (CRM) emerging as a prominent concern. Effective management of customer relations necessitates a comprehensive understanding of their diverse needs and challenges, spanning from initial engagement to the culmination of the relationship. Designing an effective CRM structure requires a meticulous exploration of these facets throughout the customer journey. In our study, we conducted a literature review to explore these challenges and employed a qualitative approach, conducting semi-structured interviews with seven Iranian health tourism facilitators. Through framework analysis, we identified key insights into CRM challenges and strategies. Our thematic analysis revealed seven pivotal themes germane to CRM within Iranian health tourism facilitation: Initial customer engagement; Transformation of information between customers and health tourism facilitator; Data assessment and Challenges in information exchange; Perception of service quality factors; Cultural and national considerations; Monitoring and oversight; and Stress mitigation strategies Keywords: customer relationship management, health tourism, health tourism facilitators, health care, customer journey