Customer relationship management in a tertiary level hospital
DOI:
https://doi.org/10.3329/ajmbr.v6i3.49814Keywords:
customer relationship management; customers; consumer; client; satisfaction; outpatient departmentAbstract
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
Downloads
293
225
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms / The author(s) affirm(s) that:
- The manuscript submitted is based on authors own research and is original work.
- Authors certify that we all participated in the research work and preparation of the manuscript in a substantive way.
- Authors also declare that they have read and approved the manuscript.
- Authors further declare that the manuscript has not been published in part or full and is not being submitted or considered for publication in part or full elsewhere.
- Any material included in the manuscript does not violate copyright or other rights of anyone.
- Authors also affirm that the article contains no vilifying or unlawful statements and does not contain material or instructions that might cause harm or injury to the Editor-in-Chief/Editors of the Journal and the public.
- Authors assure Asian J. Med. Biol. Res. and the Editor-in-Chief/Editors of the Journals, and hold them harmless from any loss, expense or damage occurred by a claim or suit by a third party for copyright violation, or any suit arising out of any violation of the foregoing warranties as a result of publication of my/our article.
- In consideration of authors manuscript submitted, authors hereby grant Asian J. Med. Biol. Res. unlimited, worldwide, permanent royalty-free, right to publish, use, dispense, license, transmit, display, exhibit, record, store, translate, digitize, broadcast, reproduce and archive, in any format or medium, whether now known or developed hereafter.
All materials related to manuscripts, accepted or rejected, including photographs, original figures etc., will be kept by Asian J. Med. Biol. Res. for one year following the editors decision. These materials will then be destroyed.
