The Relationship between Customer Knowledge Management (CKM) on Customer Relationship Management (CRM) Tasks in a Military Hospital

Nowadays, effective relationships with customers create value for healthcare systems. Successful organizations attract lifetime customers, respond to customers in the shortest time, with the best quality and the lowest cost. The present study aimed to consider the correlation between Customer Knowledge Management (CKM) and Customer Relationship Management (CRM) tasks in a military hospital in Tehran during 2015.
This study is an analytic study. The statistical population of this study were the nurses in a military hospital. Samples were gathered using random method. The data collection tools were the researcher-made questionnaire of CRM and CKM. The validity and reliability of these questionnaires were confirmed by researchers. The Confirmatory Factor Analysis method was used to determine the impact of the variables. Also, the SPSS and Amos (ver18) softwares were used.
Among the dimensions of CRM, “Retention” had the highest mean score (3.8 ±0.6) and “Client Interaction” had the lowest average score (3.4 ±0.6). Among the dimensions of CKM, “Knowledge from Client” had the highest average score (3.9 ±0.9) and “Knowledge about Client” had the lowest average score (3.4 ±0.6). Also, the CKM had an impact on CKM tasks with 0. 95.
Since the customer interaction score was lower among other CRM tasks, in order to improve interactions with customers or patients, hospitals can design training sessions in this regard for their staff.