Ranking an Comparing Factors Affecting the Establishment of Customer Relationship Management in the Hospitals Affiliated With Tehran University of Medical Sciences, Iran

Abstract

<strong>Background and Objectives:</strong> 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.<br /><strong>Methods</strong>: 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.<br /><strong>Findings:</strong> 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<br /><strong>Conclusions:</strong> 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