Assessment tasks of customer relationship management in selected hospitals of Isfahan city

Today what creates value for health care system is ongoing relationship with the customer, and successful organizations are only those who are able to make clients for lifetime and can do the mission of responsiveness to customers in shortest time, with best quality and with lowest cost. One of the strategies that help these organizations is creating an ongoing relation with customers. This research is a descriptive- analytical one. The study population were the nurses of selected hospitals in Esfahan, that sampling was carried out by randomized stratified method. Tools for data collection were researcher questionnaire of communication with customers management whose validity and reliability is confirmed. For determining factors, we used of confirmatory factor analysis. The method of data collecting was structural equation method and software used were Amos and Spss. In duty dimension of customer communications management, services diversity has the highest score (2.9) and in management of productivity customer communication has the highest score (3.2). Among the dimensions, productivity ultimate model has the highest score and interaction with customers and customer maintenance have the lowest score. The health care organizations can remain in the competitive market by implementing customer relationship management. This is essential that studied hospitals improve the obtaining information, customer's satisfaction and loyalty, new customer's attraction and maintaining strategies.