Designing Customer Relationship Management Model in Hospital

Customer relationship management is a modern marketing concept which is also considered as a successful business strategy. The present study aimed to design a customer relationship management model in the hospital.
The study is an applied research performed in 2 phases of 1) texts investigation and 2) the expert's opinions to achieve consensus. Data were analyzed using SPSS 18 software along with descriptive statistics.
The designed model included areas of customer relationship management tasks (15 components), employee's required skills (6 components), customer relationship management implementation requirements (7 components), influencing factors on successful customer relationship management (13 components), evaluation of customer relationship management performance (23 components), and customer relationship management consequences(5 components). Moreover, a proper organizational chart was suggested for customer relationship management unit in hospital.
The findings of the present study can be used as a practical guide to design and improve performance of customer relationship management unit in the hospital.