Effectiveness Of Customer Relationship Management In Healthcare Industry: A Study In Coimbatore

Abstract

This study aims to evaluate the customer relationship management of hospitals in the healthcare industry with reference to Coimbatore city. The research utilizes a quantitative approach, employing a structured questionnaire to gather data from patients who have received treatment in various public and private hospitals in the city. The main objective is to analyze the impact of technology on healthcare customer relationship management. The key dimensions of customer relationship management examined include tangibles, reliability, responsiveness, assurance, and empathy, based on the SERVQUAL model. Data were analyzed using descriptive statistics and factor analysis to assess patient satisfaction and identify the factors influencing customer relationship management. The results indicate that while private hospitals generally provide higher customer relationship management in terms of responsiveness and empathy, government hospitals excel in reliability and affordability. However, both sectors face challenges in improving overall patient satisfaction, especially related to wait times and communication. The study concludes that enhancing customer relationship management in Coimbatore’s hospitals requires a concerted effort from both public and private sectors to improve infrastructure, staff training, and patient communication.