Document Type: Research Paper
Department of Health Services Management, Science and Research Branch of Tehran, Islamic Azad University, Tehran, Iran.
Department of Health care Services Management, Science and Research Branch of Tehran, Islamic Azad University, Tehran, Iran
Department of Health in Disaster and Emergencies; School of Health, Safety and Environment; Shahid Beheshti University of Medical Sciences, Tehran, Iran.
Background and Objectives: Today’s world is customer-oriented and customer is the foundation of major activities of firms. The aim of the present study was to rank factors affecting the establishment of customer relationship management (CRM) in the hospitals of Medical Sciences in Tehran.
Methods: A total of 290 managers of hospitals of Tehran University of Medical Sciences were surveyed by a reliable and validated questionnaire containing 46 questions related to various aspects of CRM. The collected data were analyzed by exploratory factor analysis (EFA) to extract the CRM dimensions. The extracted factors were validated by confirmatory factor analysis (CFA). Friedman test was used for ranking the factors.
Findings: Communication management, mission, organizational commitment, teamwork, empowerment, change management, and organizational structure were identified as the CRM factors. Relationship management and organizational structure gained the highest and lowest ranks, respectively
Conclusions: Communication and change management play an important role in the implementation of the customer-orientation. Executive managers of hospitals can effectively enhance CRM by promoting relationship management and communication skills among employees