Customer Relationship Management Model by Using the Structural Equation Model in Hospitals of Isfahan University of Medical Sciences

Customers are most important asset in organizations. Because Customers linked directly to the actions of an organization، are a valuable source of opportunities and threats in their related industry. This study aimed to design a model of customer relationship management (CRM) with using the structural equation model in the hospitals of Isfahan University of Medical Sciences. This study was a descriptive- correlation. Population of the study according to random sampling was hospitals in Isfahan. The data collection tools were research made questionnaire of customer relationship management which confirmed its validity and reliability. Confirmatory factor analysis was used to determine factors. SPSS and Amos software has been used for data analysis. Among the dimensions of the customer relationship management in hospitals the diversity of services had the highest weighted regression and attract customers had minimal impact. Considering the impact of the dimensions in final model، it can be concluded that hospitals for establishment of the customer relationship management programs، should have special attention to create a variety of professional services.