Publication Date: 2023/12/07
Abstract: Customer Relationship Management (CRM) aims to foster brand loyalty, profitability and customer satisfaction by establishing, nurturing and maintaining successful relationships with stakeholders and customer engagements. Significant progress has been made in CRM research across various industries such as telecommunications, manufacturing, banking healthcare and hotels. However, studies in the healthcare industry have been conceptually diverse, leading to inconsistent findings. The study aimed to investigate the impact of CRM practices on the market performance of private health facilities in the Mt. Kenya region. The foundation for this study rested on the social exchange theory and relationship marketing theory. A descriptive research design was adopted. The study conducted a census survey of all eighty registered private facilities in the Mt. Kenya region equipped with both beds and cots. Primary data was collected through questionnaires from relationship managers and marketing managers. Both descriptive and inferential statistics were used. The findings revealed that CRM Practices exhibited a significant relationship with market performance. The government should encourage private health facilities to adopt effective CRM practices by creating regulations that require facilities to implement certain practices. Further research can compare the effectiveness of CRM practices and their association with market performance across different healthcare contexts.
Keywords: CRM Practices, Market Performance, Private Health Facilities.
DOI: https://doi.org/10.5281/zenodo.10283354
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23DEC053.pdf
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