Customer Relationship Management in Healthcare

This assignment examines the role of customer relationship management (CRM) in the healthcare industry. It investigates how CRM practices influence customer satisfaction, trust, loyalty, and overall service quality in hospitals. The analysis considers various factors impacting customer perceptions and explores strategies for enhancing the patient experience through effective CRM implementation.

Examine the impact of Customer Relationship
Management on the improvement of service
quality and patient’s satisfaction of public
hospital in Hong Kong

Table of Contents
Research Title..................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Aim.........................................................................................................................2
Research Objective.................................................................................................................2
Research Questions................................................................................................................2
Rationale of the study.............................................................................................................3
Significance of the study........................................................................................................3
Problem statement..................................................................................................................3
Chapter structure....................................................................................................................4
Framework and analysis.........................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................8
Introduction............................................................................................................................8
Concept of customer relationship management, service quality and patient satisfaction......8
Significant of the application of customer relationship management in public hospital in Hong
Kong.....................................................................................................................................11
Impact of customer relationship management practices on the service quality and patient
satisfaction............................................................................................................................12
Determination of the effectiveness of CRM practices of public hospitals in order to the service
quality...................................................................................................................................13
CHAPTER 4 RESEARCH METHODOLOGY............................................................................14
Introduction..........................................................................................................................14
Research philosophies..........................................................................................................14
Research approaches............................................................................................................15
Research techniques.............................................................................................................15
Research Design...................................................................................................................16
Data collection......................................................................................................................16
Ethical consideration............................................................................................................17
Research limitation...............................................................................................................18
DATA ANALYSIS AND INTERPRETATION...........................................................................19
Introduction..........................................................................................................................19

Theme 1:Customer relationship management plays an essential role in public hospital.....19
Theme 2: The relationship between customer relationship management, service quality and
patient satisfaction in public hospital in Hong Kong...........................................................20
Theme 3: The impact of various application of customer relationship management on the
patient satisfaction and services quality in public hospital in Hong Kong...........................21
Theme 4: Criteria by which customer relationship management can enhance in public hospital
in Hong Kong.......................................................................................................................22
CONCLUSION AND RECOMMENDATION.............................................................................24
Conclusion............................................................................................................................24
REFERENCES..............................................................................................................................28

Research Title
“To examine the impact of Customer Relationship Management on the improvement of service
quality and patient’s satisfaction of public hospital: A case study of public hospital
INTRODUCTION
In the present time, in the health and care sector various new improvement and
development has occurred under which management focuses on the quality of care services and
requirement of the patients. In this sector, the major objective of the management of hospital and
services provider is to deliver effective and high quality of care services to patients so as they
can improve their health issue and diseases (Scott and Spouse, 2013). It is very important for the
management and service provider is to effectively understand the actual requirement and health
issue of the patient through which they can impressively deliver the relevant and impressive care
services to patient. It is also very important for the service provider and doctors to maintain
healthy relationship with customer or patient through which they can feel comfortable in the
hospital (Reeves and et.al., 2011). Quality of services and patient satisfaction is largely depends
upon the relationship between heath care experts and their patients. While they have effective
bounding and understand, they can able to deliver effective patient satisfaction and care services
to them.
Customer relationship management can be defined as revolving process in which
companies try to interact more with consumers in order to identify their needs and requirements.
It supports in providing satisfactory services to customers so that they feel satisfied. Health care
sector is the main industry where patients need quality care from medical professionals so that
their health can be improved soon (Zhong and et.al, 2016). If health care professionals do not
have strong relationship with patients then they will not be able to understand medical
requirements of care users and can get failed to provide them satisfactory services. Role of
medical professionals are very important in order to improve services quality of patients. They
are the main person those who directly communicate with patients (Yoshida and James, 2010.).
If they fail to understand their medical issue then will not be able to meet with their needs (Ahl
and et.al, 2016).
The main issue is faced by care users in the recent time they are not getting timely
treatment by doctors and nursing staff in hospitals. It decreases their trust thus, they do not
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discuss their problems effectively with health care professionals. Practices of customer
relationship management is considered as effective strategy through which hospitals can fulfil
their mission an can met with objectives. CRM approach supports in serving best to patients and
enchaining their satisfaction level (LÊgreid, 2017).
Patient satisfaction is highly desirable outcome of the clinical care in the health and care
organisation. The patient satisfaction is the judgement on the quality of hospital care in all of its
aspects. In addition to this service quality ion the health care is the level of value provided by
any heath care resource as determined by the some measurement. On the other hand the concept
of customer relationship management is the approach to manage the company's interaction with
current and potential customers (Röthlin , 2013). In the concept of CRM (customer relationship
management) refers to the strategy, technologies and practices that organisation used to manage
and analyse customer interaction. With help of customer relationship management, company can
easily understand the actual needs and requirement of customer related to product and services
and delivers services accordingly (Kassim and Asiah Abdullah, 2010). This system can take use
of various channels in order to improve the relationship with customers such as telephones, live
chat, direct mail, marketing material, and social media (Osborne and et.al, 2015).
In the present study, the major objective of the researcher is to analyse the impact of
customer relationship management on the improvement of service quality and patient
satisfaction of public hospital in the Hong Kong (Aaker, 2011). In order to attain this objective,
researcher is examining the impact of application of the customer relationship management and
how the hospital use the technology and strategy to maximise the negative comments and
improve the services quality in the hospital with respect of public hospital in the Hong Kong. A
public hospital or government hospital is a hospital which is owned by a government and
receives government funding. This kind of hospital provides medical care free of charge and the
cost which is covered by government reimbursement. Thus, the researcher aim is to investigate
that what is the impact of customer relationship management application in the cited venture to
enhance services quality and patient satisfaction (Coxen, Van der Vaart and Stander, 2016).
Research Aim
“To analyse the impact of customer relationship management on the improvement of service
quality and patient satisfaction of public hospital in the Hong Kong”
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Research Objective
 To critically examine the concept of CRM, service quality and customer satisfaction
 To evaluate the significance of application of CRM in public hospitals in Hong Kong
 To explore how service quality could be improved by practising Customer Relationship
Management
 To determine effectiveness of CRM practices for enhancing service quality and patient
satisfaction in public hospital
Research Questions
 What is the concept of services quality, patient satisfaction, and customer relationship
management?
 What is the significance of various application of the customer relationship management
in the hospital?
 Analyse how service quality could be improved by practising Customer Relationship
Management
 Determination of the effectiveness of CRM practices for enhancing service quality and
patient satisfaction in public hospital
Rationale of the study
In the present study, researcher have main aim is to investigate the impact of the of
Customer Relationship Management on the improvement of service quality and patient’s
satisfaction of public hospital. In this study, researcher have major objective is to analyse the
impact of the customer relationship management on the improvement of the service quality and
patient satisfaction (Blocker, Flint, Myers and Slater, 2011). The major objective of this
selection of this topic is those researchers have huge interest in this topic, as they wanted to
explore their understanding and knowledge about customer relationship management and also
examine the application of the customer relationship management in the health and care
organisation (Berry, Davis and Wilmet, 2015). The major reason for selection of this topic
because researcher wanted to explore his knowledge about the impact of customer relationship
management on the patient satisfaction and services quality in the health and care corporation.
This topic is interesting because customer relationship management have direct relation with
patient satisfaction in the hospital so with help of this study, researcher can determined its
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relation with patient satisfaction and service quality in the public hospita (Eid, 2011)l. By
discussing the research topic in the study, management of public hospital in the Hong Kong can
analyse the impact of the customer relationship management on the services quality and patient
satisfaction.
Significance of the study
In the present research study, the researcher have main aim is to analyse the impact of
Customer Relationship Management on the improvement of service quality and patient’s
satisfaction of public hospital and how service quality could be improved by practising
Customer Relationship Management. With assistance of this research study, researcher can
easily acquire the knowledge and information about the importance of customer relationship
management within the hospital (Albliwi, Antony and Lim, 20150. With assistance of this study,
researcher can also analyse that how various application of the customer relationship
management can enhance the care services quality and t\ patient satisfaction level. Thus, it can
be said that this investigation study is very important which provides the huge knowledge and
importance about the service quality, patient satisfaction and customer relationship management.
Problem statement
In this present study, this selected topic of customer relationship management and its
various application impact on the service quality and patient satisfaction level in the hospital is
very huge topic because customer relationship management have various application so it is
quite difficult to involve all theories, concept, and approaches of customer relationship
management in the present study (Dahl, 2015). In the literature review, researcher has collected
secondary data because in this chapter various articles, books, magazines, online articles,
newspaper etc so it is quite difficult to select effective article related to this topic. Another major
problem which faced by the researcher is related to the time (Glasby, 2017). In order to
accomplishing this study, the researcher has very limited time period and fund through which the
researcher have faced problem in the entire study. The Researcher have noticed that there are
several kinds of problem and issue with respect of patient satisfaction and services quality in
public hospital which required to be addressed by management of hospital. In this aspect,
customer relationship management is that practices which help in overcome the problem along
with service quality and patient satisfaction.
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Chapter structure
In the present dissertation, there are various kinds of the chapter which address to attain
the aim of the study such as analyse the impact of customer relationship management on the
service quality and patient satisfaction in the health and care organisation (Bringle, Hatcher and
Jones, 2012). These chapters are as follows- Chapter-1 Introduction: In this chapter the main aim and objective of the study will
design through which entire study can conduct. In the absence of this chapter, researcher
cannot attain its main objective of the research. In this problem statement, rationale of the
study, research question etc. is included (Cozby and Bates, 2015). Chapter-2 Literature review- This is another one of the significant chapter in the entire
dissertation which provide the detail knowledge and understanding about the topic. In
this chapter, various views and statement of various articles can included through which
detail knowledge and information can gather in the study (Drozd and Nosal, 2012). The
depth research will include in this chapter by which all information can easily acquire
about the topic. In the absence of this chapter dissertation cannot accomplish. Chapter-3 Research methodology: This is another important chapter in the entire study
which provides help to researcher in attain the objective. With help of this chapter
researcher can understand the actual issue and find out the best solution of research
problem. Chapter-4 Data analysis: This is another chapter of the research study which help to
researcher in assessing and analysing the whole information about the topic. With help of
this chapter, researcher can effective analysis the collected information and conclude the
result and outcome of the study.
 Chapter-5- Conclusion and recommendation- This is another most effective and
significant chapter in the entire dissertation which gives the final conclusion and
summary of the study. With help of this chapter, summary and recommendation of the
study can address (Edward, 2000).
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CHAPTER 2 LITERATURE REVIEW
Introduction
This chapter reviews various themes related to the research topic. With assistance of the
themes, the researcher can collect the secondary information with respect of topic. With
assistance of this chapter, the researcher has opportunity to gain effective knowledge and
understanding related to matter (Beard, 2014). In this chapter, the views, opinion and statement
for the topic of research have summarised and synthesised of various authors. The major
objective of this chapter is to collect the views, opinion, and statement of various authors about
the subject. In this present study, the major objective is to analyse the impact of customer
relationship management on the patient satisfaction and services quality. (Chong and Zhou,
2014). For this objective, the researcher has focused on the literature review under which various
themes has been designed on the topic of customer relationship management and its relation with
service quality and patient satisfaction. Following are various themes which provide effective
knowledge and understanding about the subject.
Research Framework: Customer relationship management- Service quality - customer
satisfaction
Concept of customer relationship management, service quality and patient satisfaction
According to the view of Rasheed, (2013) CRM is an approach of the managing and
maintaining the company interaction and relationship with potential customers. In this aspect,
information has been compiled from various communication channels like company's website,
email, telephone, live chat, marketing material, social media etc. customer relationship
management is a system under which organisation and customer can develop healthy
relationship. It can be said that it is a approach for managing the relationship with customer and
buyers in the market (Newby and et.al., 2014).
In the opinion of Taylor, Bogdan and DeVault, (2015) service quality is a measure how
well a service is delivered as compare to customer expectations. It is an action or an activity that
can offered by party to another party which is basically intangible. It is a focused evaluation that
reflects the customer perception of specific dimension of service. On the other hand customer
satisfaction is marketing term that measures how product or service supplied by a company. It is
6

a part of customer experience that exposes suppliers behaviours on customer expectations
(Pisanti and et.al., 2015).
According to the view of Agbor (2011), in the health and care organisation, there is direct
relationship between the customer relationship management, service quality, and patient
satisfaction. While health and care experts adopt an effective approach of the customer,
relationship management then it will positively influence the services quality and patient
satisfaction. CRM is an approach that helps in developing the relationship between the customer
and organisation. According to the view of Preston-Shoot and Kline, (2012) in context of health
and care sector, customer relationship management is that approach in which effective
relationship can maintained between the health care experts and patients (Gittell, 2016). For the
health care providers, there are various elements of the customer relationship management by
which any organisation can easily understand the actual requirement of the customer related to
the product and services and company can easily deliver the right kind of services which they
required. With help of the customer relationship management system, within the hospital health
experts can improve their relationship and determine the best marketing opportunities and best
target. In hospital, the CRM program can enable to send right message to right person at right
time. This helps in allowing health care experts to take better care of health of patients. In the
opinion of Rasheed, (2013) customer relationship management program also helps to achieve
mission by improving health of community (Sumaedi and et.al, 2014). Thus, it can said that with
help of customer relationship management approach in health and care organisation, there can
improve the relationship between the health care experts and patients. It refers to the practices,
strategies and technologies that organisation uses for manage and analysing the business
relationship with customers (Dickinson and O'Flynn, 2016). In the health and care sector, while
health practitioner maintains health customer relationship then they can easily acknowledge and
identify the actual health issue among the patient. It is very important for the management and
service provider is to effectively understand the actual requirement and health issue of the
patient through which they can impressively deliver the relevant and impressive care services to
patient. It is also very important for the service provider and doctors to maintain healthy
relationship with customer or patient through which they can feel comfortable in the hospital.
Thus, it can said that in the health and care organisation, customer relationship management
7

plays a very crucial role by which company patient can gain effective satisfaction level because
with help of healthy and effective relationship they can easily understand (Astuti and Nagase,
2014). According to the view of Yoshida and James, (2010) customer relationship management
is a process under which corporation using several methods, strategies and practices for maintain
an effective and healthy relationship with customers (Naidu and Reich, 2017). In addition to this,
with help of customer relationship management, company can easily collect the customer view,
opinion, and suggestion related to the services and commodity
According to the view of Taylor, Bogdan and DeVault, (2015) in the present time, there are
various kinds of software and platform can use by the company in order to maintain effective
and healthy relationship with customers. Social media and its various channels like Facebook,
twitter, instagram, you tube etc. With help of various platforms, company can easily get touch
with final customers and identify their views, opinion, and suggestion related to the product and
services (Kane and et.al, 2015). In the present time, social media is use by the various
organisations because with help of this company can easily identify the actual needs, wants of
the customer, and deliver services according to their demand and expectations (Khamisa and
et.al, 2015). It is a platform, by which companies can improve their relationship with customers
and answer their questions and queries quickly. Most of the customer uses the social media
platform for collect the information about the product process, features, delivery, distribution etc
so it can said that it is best platform to get touch with the customer. In the context of health and
social care, organisation can create its page on the internet and develop the profile on the various
social media channels so as it can easily know the review, comments, and experience related to
the services of health and care sectors (Navimipour and Charband, 2016).
Service quality
According to the view of Rasheed, (2013) service quality is a measure how well a service
is delivered as compare to customer expectations. It is an action or an activity that can offered by
party to another party which is basically intangible. It is a focused evaluation that reflects the
customer perception of specific dimension of service.
According to the view of Reeves and et.al., (2011), health care quality is most significant
aspect in hospitals which assist in improving health of patients. Service quality is that
measurement which shows how services are delivered in effective manner to customers. It is an
assessment of how well a delivered service conforms to the client's expectations. In the hospital,
8

services quality is that kind of measurement which shows that how much patient gain the
services and treatment from the health care experts. While health care experts deliver effective
service to the patients then they can able to improve their health issue and problem (Seing and
et.al, 2015). Thus, it can be said that it is very important that delivering services and treatment
must be at the high level of quality so as customer can gain effective satisfaction level.
According to the view of Steve, (2015) customer satisfaction have direct relationship with
service quality because while health and care experts in the hospital delivers an effective and
high quality of services then it is very easy to improve the level of patient satisfaction (Emerging
Role of Customer Relationship Management in Global World with reference to Healthcare
Services in Hospitals, 2016). In simple words, it said that customer satisfaction is that indicator
which defines consumer desires of purchase buying behaviour and loyalty (Minkiewicz, Evans
and Bridson, 2014).
Customer satisfaction
According to the view of Smith, (2015) customer satisfaction is marketing term that measures
how product or service supplied by a company. It is a part of customer experience that exposes
suppliers behaviours on customer expectations
According to the view of Smith, (2015) patient satisfaction is another one of the most significant
aspect in the health and care organisation. In this sector, it is very important to make satisfy its
patient by delivering right services and treatment according to their needs. It is also very
important for the health care experts and doctors to deliver right care services and treatment to
the patient so as they can improve their health issue and problem. In a simple word, it can said
that patient satisfaction is the measure of the extent to which a patient is content with the health
care which they received from their health care provider. It is a kind of performance indicator by
which health experts and practitioner can easily measure in self-report and specific type of
customer satisfaction metric (Customer relationship management in hospital industry - an
overview, 2016). In the health and care sector, patient satisfaction is the measurement by which
health care experts and doctors can measure that how effectively patient health issue are
improved and solve. In addition to this, with help of patient satisfaction, health experts can also
analyse the effectiveness of treatment services, used practices, equipment, and method in the
9

health and care organisation. It can said that patient satisfaction is that indicator for measuring
the quality and effectiveness in the health and care organisation (Srinivasan and Chandwani,
2014).
The importance of the CRM to an organisation
According to the view of Röthlin, (2013) customer relationship management helps
health and care organisation in optimising of revenue and improvement of patient health,
relationship and loyalty. It also assists in enhancing the transparency of costs and resource
allocation within the hospital. With assistance of the customer relationship management, health
care experts can maintain the long-term relationship with patients and meet their expectations
related to the care services and treatment (Does the Healthcare Industry Need Customer
Relationship Management (CRM)?,2017). In addition to this, CRM approach provides great aid
in the management of hospital and patient dealing with complaints. In the customer relationship
management services includes strategic planning, communication services, consulting service,
customer relationship management for physicians, campaign management and communication
strategies. It is very important to apply the various methods and practices of improving customer
relationship management in the health and care organisation because while health care experts
and practitioners can maintain healthy relationship with customer and patient then they can
easily diagnose and identify actual issue and problem related to health among the patient
(McIntosh, Sheppy and Cohen, 2014). In public hospital, with help of customer relationship
management, health experts and doctors can easily improve the services and treatment among
the patients because by help of these practices, they can easily get the knowledge about their
problem, health issue. By this they can able to deliver right kind of services and care to the
patient according to their requirement and health problem.
As per the view of Sumaedi and et.al, (2014) customer relationship management is the
effective tool that supports in gathering better detail about the patients and knowing them well.
This strategy develops interaction between patients and nursing staff members. By this way care
users share their issues with them openly. By this way medical professionals become able to
provide them quality care treatment as per their medical requirements. It is effective tool in
minimizing death rate in the hospitals. There are many patients those who are unable to get
timely treatment in hospitals. It is because they do not share their problems with medical
10

professional thus, doctors feel unable to provide them timely treatment for their medical issue.
This increase risk on patients and they may suffer from complicated situations.
Chong and Zhou, (2014) stated that CRM is the approach that is beneficial in increasing
engagement of patients. By this way care users give their positive feedback about the hospitals.
This also helps in analysing issues of the hospitals and they would be able to take action to
minimize these problems. Increasing engagement of patients is supportive in tracking and
monitoring the health condition of the patients. This is also beneficial for promoting the brand
image of health care firm to great extent. Because positive patients share their positive
experience with others that enhance brand reputation on hospitals (McIntosh, Sheppy and
Cohen, 2014).
Zhong and et.al, (2016) argued that doctors are specialised of this area, they have great
knowledge about various medical conditions. Most of the hospitals do not coordinate well with
their patients. They examine patients situation, look at their report ad suggest them appropriate
treatment. There is no need to developed personal relationship with them. If care users are not
sharing their problems with doctors then also by looking at their medical reports medical
professional can examine their health condition. This is enough for them in order to provide
quality care services to patients. Customer relationship management is essential but it is not that
much important in health and social care sector (Bastian, Munoz and Ventura, 2016). In the
recent time hospital are having advance technologies through which doctors are able to examine
medical conditions of patients well. This supports nursing staff members in providing quality
care services to them. Use of advance technologies supports in timely examining the problem in
the person and providing them quality treatment for their medical problems.
Relationship between service quality and customer satsifaction
According to the view of Scott and Spouse, (2013) customer relationship management
have direct relationship with the patient's satisfaction and services quality in the hospital. In the
health and care organisation, there is great importance of customer relationship management
approaches and application. In the hospital, while management and services providers adopt the
application of customer relationship management then they can effectively understand the actual
requirement of clients and deliver relevant care services to them. While health care experts and
11

patient have effective and healthy relationship then health experts and doctors can effectively
diagnose the actual issue and problem of the patient related to their health. In addition, patient
can able to effectively communicate all their existing issue with health services and practices in
the hospital (Ventura and et. al, 2014). This kind of practice assist in improving care service
quality and productivity because by knowing all issue and problem with current practices ,
doctor can able to develop the criteria for resolving that particular issue. This thing can assist in
improving the satisfaction level of the customer in the health and care organisation. Thus, it can
said that effective customer relationship management practices can help in improving the quality
of care services and level of patient satisfaction. According to the view of Yoshida and James,
(2010) in the health and care organisation while management focuses on the improvement of
relationship with customer then they need to improve various things like policies and practices ,
structure the existing system of services, strategies, practices etc. By this doing, corporation can
enhance the quality of exiting system of the business enterprise through which all workforces
can effectively deliver the high quality of product and services to the customers and satisfied
their needs and wants related to the said product and services. Thus, it can said that by
introducing the customer relationship management practices and application within the
organisation, management can improve its quality of services and satisfaction level of the
customers.
According to Khodakarami and Chan, (2014) service quality is heavily affected by the
customer relationship management that is performed by hospitals. This is because when CRM is
performed it is identified by the hospital officials that what are the major needs and wants and to
what extent same is completed by the company management. Thus, it can be said that there is
huge importance of customer relationship management for the hotels because by using same lots
facts are identified about patients and on time relevant service is provided to the patients. This
increase their satisfaction level from the hospital management. Thus, it can be said that there is
close relationship between customer relationship management practices and satisfaction level of
patients from hospital. Thus, hospital management must time to time evaluate way in which
CRM related operations are performed by the officers. This is because it is possible that
employees may failed to perform their operations in proper manner and due to this reason it is
possible that hospital may failed to track perception of patients in proper manner. Thus, it can be
said that it is very important to perform CRM function in proper manner at workplace.
12

As per views of Nyadzayo and Khajehzadeh, (2016) in order to ensure that CRM
function will be performed in proper manner it is very important to ensure that there is particular
team that is working on relevant activity. Means that there must be different levels in CRM
project so that employee’s tasks can be cross checked in proper manner and it can be ensured
that all relevant operations are performed in proper manner at workplace. All these things will
lead to high level of satisfaction among patients in the hospital. Hence, this will promote positive
word of mouth marketing for the hospital among people and this will lead to increase in revenue
in the business. It can be said that there is significant importance of CRM or customer
relationship management function for the business firm. It help a lot to the firm in improving its
service quality. It can be said that there is significant importance of CRM for the business firm.
Contrary to this Soltani and Navimipour, (2016) state that no doubt customer relationship
management help company a lot in handling in situation and improving services but its usage is
not sufficient. Company also need to use analytical and data visualization tools in order to access
opinion of the customers. Just by using CRM one cannot easily identify in detail about areas
where service improvement in required. This problem can be solved by using analytical tools
like R, SPSS and Tableau because whatever data gathered through CRM can be analysed in
proper manner and in better way it can be identified that what are the areas where hospital need
to improve its services to satisfy patients inn proper manner.
Determination of the effectiveness of CRM practices of public hospitals in order to the service
quality
According to the view of Kassim and Asiah Abdullah, (2010) customer relationship
management is a process under which organisation use effective approaches, practices,
strategies, and technologies to maintain and manage the customer interaction. This helps in
understanding the actual requirement of the customer related to the said product, services, and
delivers right and accurate services to the patient. In order to implement technology within the
organisation, practices of the customer relationship management are very important by which
company can effectively know the actual requirement of the customers. The major effectiveness
and usefulness of the customer relationship management is actual problem identification.
According to the opinion of Eid, (2011) stated that with help of the customer relationship
management, company can easily acknowledge about the major issue and problem which faced
13

by the customer along with existing product and services. Corporation can deliver the right
solution and services according to their requirement with help of customer relationship
management program. This can assist in improving customer loyalty toward the organisation
because customer believes that said organisation can fulfil their actual requirement by knowing
their issue with help of customer relationship management practices and application. As per the
view of Gast and Ledford, (2014) customer relationship management also help in improving the
service quality within the company. With help of practices of customer relationship
management, company can effectively implement the technological equipment. In addition to
this, customer relationship management also helps in introducing new practices and policies
according to needs of customers. Furthermore, the customer relationship management is a
planned and sustained interaction with customer to assess their needs through technological
platform. In the opinion of Gay, Mills and Airasian, (2011) within the organisation while
organisation is seeking to implement the customer relationship management system and
practices then they desire to implement some kind of technology and equipment which aid in
improving the customer services and support. Thus, it can be said that with help of the customer
relationship management practices. Company can renew its services and equipment, technology
which helps in improving the service's quality and customer satisfaction.
According to Padilla-Meléndez,. and Garrido-Moreno, (2014) customer relationship
management operations have significance for the company because same give input to the
hospital in respect to making improvement in current technology base. This is because when
questions are asked from patients they communicate their problems and on that basis it is
identified that what are the areas where technology upgradation is required. It can be said that
customer relationship operations play a vital role in helping firm in identifying way in which
there is need to upgrade a technology at workplace so that more comfort can be given to patients
in the hospital. Overall, it can be said that every hospital whether it is large or small in size must
prepare CRM team and must ensure that entire things that are related to patients are covered in
proper manner and broad understanding is developed about problems they are facing at the
workplace. Thus, it can be said that customer relationship management can provide useful input
in respect to the technology up gradation in the hospital.
Contrary to this Baran and Galka, (2016) state that it is not necessary that patients easily
explain each and every problem at workplace in detail. Means that it is possible that patients
14

communicate few of problems to the officers in terms of facilities. Each and every patient have
different perception level and due to this reason expectation level in terms of service from their
side may also be different. Hence, it can be said that management at its own level must also try
to identify the problems that are faced by patients. By doing so, it can be ensured that each and
every problem that is faced by patients will be identified on time and all these things will lead to
improvement in service quality.
CHAPTER 4 RESEARCH METHODOLOGY
Introduction
In the research dissertation, once the literature review has systematically completed then
in the next chapter researcher will focus on the research methodology. Research methodology is
one of the most significant aspect and chapter in the dissertation by which researcher can address
the actual issue of the study. It refereed to the manner in which solution of the investigation can
examined with greater effectiveness. Researcher can effectively examine and assess the entire
issue of the research study with help of the research methodology. There are various kinds of the
research method which are included in this chapter such as research approach, research
philosophies, research design, data collection, data analysis, sampling etc. These all methods are
tool for use in order to solve problem of the issue and problem of the study (Grafton, Lillis and
Mahama, 2011). In the present dissertation, the major aim of the researcher is to examine the
impact of Customer Relationship Management on the improvement of service quality and
patient’s satisfaction of public hospital. Thus, in order to attain this objective, researcher has
applied several methods and technique of research methodology (Gautam, 2012). In this chapter,
it is very important for the researcher to select appropriate and right method of research
methodology because wrong selection of method can negatively impact upon the entire research
study. In addition to this, with assistance of research methodology techniques, researcher can
able to examine and assessing the entire research study and find out the best appropriate solution
of the problem. In this present study, researcher has applied various method are research
methodology which are as follows-
15

Research philosophies
Research philosophy is consider as significant aspect which relates with knowledge
development. This is consider as the research base which helps the researcher in addressing
right objective within given time period. It is an aspect which defines as the background of the
entire investigation. This method considers as the major tool of the research through which
overall object can effective examine and asses for attain the objective. It defined as the term that
aids in development of research background. In this aspect, there are major two kinds of the
research philosophies such as positivism and interpritivism (Goddard and Melville, 2004). With
assistance of these two approaches of the research philosophies, researcher can address the right
solution of research problem. In the context of positivism research philosophies, researcher can
formulates hypothesis that can tested. On the other hand, another research philosophy relates to
the interpretivim. With help of this method, researcher provides a suitable justification in relation
to issue under research (Guercini, 2014). In addition to this, researcher can get a suitable
justification in relation to the research issue. Furthermore, researcher can demonstrate the fact as
well as figure that are associated with problem under investigation. In the present research study,
researcher has applied interpretivism research philosophy for examine the impact of Customer
Relationship Management on the improvement of service quality and patient’s satisfaction of
public hospital.
Research approaches
This is another significant method in research methodology which helps to the researcher
in addressing an effective outcome of the study. In the research methodology, it is another one of
the most significant aspect and technique that helps in evaluating the outcome of the study. With
assistance of this technique in the research methodology, researcher can able to conduct the
investigation and interpret the information for further research. Research approaches have major
two kinds such as inductive and deductive. In the inductive research approach, researcher can
use the theories for generate the general ideas. On the other hand, in the context of deductive
research approach, it is begun with the statement and then investigation is carried out with
objective to respond it. In addition to this, with help of deductive research approach researcher
can conduct the investigation through theories, data collection, finding to rejection, verifying the
question associated with investigation. In the present research study, researcher can analyse the
objective and find out the solution of present study with help of inductive research approach.
16

With help of inductive research approach, researcher can effectively examine the impact of
Customer Relationship Management on the improvement of service quality and patient’s
satisfaction of public hospital in this present research study.
Research techniques
Research technique is another significant method in the study by which information can be
analysed and assess for addressing the solution of research problem. Research technique is one
of the most significant method in the entire research methodology by which information about
the subject can collect, analyse, interpret and assess for attain the determined objective. In the
absence of these techniques of research, researcher can unable to conduct the investigation and
obtain the right solution of the investigation. Research methods are being categorised into two
types that are qualitative and quantitative research method. These techniques assist in providing
answers in relation to questions through analysis as well as sense of unstructured information.
Quantitative research is referred to as systematic research of the social phenomenon by the mean
of mathematical and statistical technique. In the qualitative research technique, research method
is descriptive. In the present study, the researcher has applied qualitative research technique for
To examine the impact of Customer Relationship Management on the improvement of service
quality and patient’s satisfaction of public hospital. With help of qualitative research technique,
researcher can easily analyse the entire investigation and obtain perfect outcome and solution of
research issue.
Research Design
Research design is one of the most important aspects in study through which information
can collected and analysed for obtaining effective outcome. There are various kinds of research
design that is descriptive, exploratory etc. Research design is another one of the major aspect in
the research methodology by which researcher can collect, analyse, and interpret the
information. It referred as the overall strategy which is being chosen by the researcher for the
purpose of integrating several components of the research in logical way. Thus, kit can be said
that research design as considered as a blue print which is used to analyse, assess, interpret the
collected information for obtain an appropriate solution. Research design is categorized into
different parts that are combined of exploratory, descriptive and explanatory research design. In
the context of exploratory research, design researcher have to generate hypothesis through
determination sets of data and making information of relationship among variables (Guercini,
17

2014). On the other hand, in the context of descriptive research design is being utilised for
address the questions like who, how, what, when etc. It can defined as statistical investigation. In
the present research study, researcher has applied descriptive research design for examine the
impact of Customer Relationship Management on the improvement of service quality and
patient’s satisfaction of public hospital. Descriptive research design is the best design for
addressing the objective related to the impact of customer relationship management on service
quality in hospital.
Data collection
Data collection method is most crucial and significant aspect for every research
investigation. It is the best technique for collecting information so as researcher can able to
conduct further research and obtain appropriate outcome. Data demonstrates suitable technique
that can be utilised by the analysis for the purpose of gathering data. In the absence of data
collection, no investigator can collect the information about the subject. It is very important for
the researcher to select appropriate technique for data collection because wrong selection of data
collection method can impact upon the entire investigation (Harrison and Reilly, 2011). There
are major two kinds of the data collection such as primary data collection and secondary data
collection. Researcher has to select one appropriate data collection method which should suitable
for the objective and aim of the research. Wrong selection of data collection method can create
the issue and negatively affect the objective of study. In the primary data collection, researcher
can use the primary sources for gathering data such as survey, questionnaire, interview,
observation etc. The primary data collection is best technique by which researcher can able to
collect fresh information which has not used by anyone before. This kind of method and
activities can assist in attaining detail views of the respondents. On the other hand, another
method is secondary data collection under which researcher can collect secondary information
by use of secondary sources such as books, journal, online articles, online blogs, magazines,
newspaper etc. In this data, collection is done by the means of published studies (Jung, Park and
Chung, 2016). In a simple word, it can said that secondary data collection includes the
information that is already utilised by other researcher within their investigation. In the present
study, researcher has applied secondary data collection for examine the impact of Customer
Relationship Management on the improvement of service quality and patient’s satisfaction of
public hospital. In this regard, investigator has used various published articles, online blogs,
18

books, newspaper for collecting secondary information about the customer relationship
management on the improvement of patient service quality in the hospital.
Ethical consideration
In the entire research investigation, ethical consideration is one of the most significant
aspect which assist researcher to consider some ethical consideration. It is very important for
researcher to follow some ethics at the time of investigation and data collection. For the present
thesis, major aspect have to be considered by the researcher is related to impact of customer
relationship management on the service quality of patient in the hospital. This, there are various
ethical consideration which have to be followed by researcher. These considerations are as
follows-
 Confidentiality- It is major ethical consideration which has to consider by researcher at
the time of gathering data about the subject. All information related to the subject should
confidential (Ihantola and Kihn, 2011). The principle of anonymity is being complied
with for the whole investigation.
 Proper citation of work-Another major ethical consideration is related to the proper
citation of work. None of the content has been copied and pasted. All information and
content should be rephrased by the researcher and it has been written in own words.
Research limitation
In this entire dissertation, researcher has faced various kind of limitation and issue at the
time of data collection. One of the major limitation is relate to the time. Due to the short period
time, researcher has faced the issue at the time of data collection and analysis of the outcome. In
addition to this, the entire research procedure is too lengthy as it is time consuming task because
researcher has to collect the information from various books, journal, online articles etc. Due to
have specific and short time period, researcher has faced the issue related to the research.
Another major limitation is relate to the restriction of some websites (Hill, 2007). On the
internet, there are some websites which is restricted so no one can easily access that site without
taking permission. Due to this restriction, researcher has faced the issue related to the
inadequacy in secondary information. Thus, the major demerit here is that researcher face
difficulty in acquiring the information. In addition to this, fund is another major limitation for
this research study because researcher have insufficient fund. Finance is required in various
19

activities such as internet cost, transportation cost, printing, and stationery etc. Due to
insufficient fund, researcher has faced the issue related to the finance.
20

CHAPTER- 4 DATA ANALYSIS AND INTERPRETATION
4.1 Introduction
Once research methodology section effectively completed then in the next stage of
dissertation includes data analysis and interpretation. This is one of the utmost important chapter
in the entire dissertation. In the absence of this part, dissertation cannot completed. In order to
analyse, assess, and interpret the collected information, this chapter is very essential. On the
basis of discussion in this chapter, researcher can obtain final conclusion and result of the study.
It is referred to as the procedure that makes application of logical as well as statistical technique
in an effective manner. In a simple word, it can said that analysis and interpretation is a process
of inspecting, cleansing, transforming, and modelling data along the purpose of discovering
useful information. In the present dissertation, the major objective of the researcher is to
examine the impact of Customer Relationship Management on the improvement of service
quality and patient’s satisfaction of public hospital. For attain this objective, researcher has
applied secondary data collection under which information has collected by secondary sources
such as books, journals, online articles, blogs, magazines etc. In addition to this, in this study
thematic analysis has used. Following are themes related to the aim that is examined the impact
of Customer Relationship Management on the improvement of service quality and patient’s
satisfaction of public hospital-
4.2 Data collection and presentation
Finding and analysis: From the analysis of the overall study, it has gained that, the customer
relationship management plays a very crucial role in the hospital. In the health and care sector,
health care practitioner plays a very crucial role in order to deliver the care services and
treatment. If the behaviours of care practitioner are negative or not appropriate then patient can
not able to share their issue and health problem with them. It is very important for the doctors to
behave in polite manner with patient so as they can feel happy within an organisation. With help
of excellent customer relationship management in the hospital, health experts can manage the
issue and problem of patient and deliver effective services to them for improving their health.
Basically, it has found in this study that customer relationship management is a term that refers
to practices, strategies, and technologies that employees and firms used to manage and analyse
customer interaction and data throughout the customer life cycle. In the hospital or health care
organisation, practitioner can use several techniques and application for maintain healthy
21

relationship with patient. Corporation can deliver the right solution and services according to
their requirement with help of customer relationship management program. This can assist in
improving customer loyalty toward the organisation because customer believes that said
organisation can fulfil their actual requirement by knowing their issue with help of customer
relationship management practices and application. In this sector, healthy relationship with
patient is very important so as health experts can easily understand the actual issue of the patient
and deliver the services and treatment according to their requirement. In addition to this by help
of this approach of customer relationship management, health care organisation can develop its
impressive image in the market and attract new customers towards it. With help of this approach,
health practitioner can enhance their quality of work and deliver appropriate services or
treatment to patient according to their requirement. Thus, it can said that in the health and care
sector, customer relationship management is very important to provide effective treatment to
patient and improve their health.
HA Announces Patient satisfaction survey report
According to the survey related to patient satisfaction and patient experience report it has
been analysed and identified that there is maintained a high quality of services and treatment in
the public hospitals. The survey was conducted by the Jockey club school of public health and
primary car, faculty of medicines of Chinese university of Hong Kong in seven HA acute
hospital. On the basis of survey it has bee found that in the public hospital, there is a good
behaviour and nature of doctors and nurses with patient. They deliver high quality of services
and care treatment to patient according to their requirement and health issues. The survey also
disclosed that around seventy-six percent of respondents marked the overall care received good
and very good. The HA director of quality and safety Dr Derrick AU Kit Sing found that in the
public hospital, there is a great feeling and experiences in the public hospital. In order to
improve the services and quality of care services, patients feeling and review are very important.
Finding of the survey would aid HA enhances the quality of services in the future.
The Hospital authority board today discussed and endorsed the report of 2016 patient experience
and satisfaction survey on accidents and emergency service. The survey reflected high
conferences among patient in A&E service doctors and nurse and patient.
22

Theme 2: The relationship between customer relationship management, service quality and
patient satisfaction in public hospital in Hong Kong
Finding and analysis: From the study, it has been analysed that there is direct relationship
between the customer relationship management, patient satisfaction, and service quality in a
hospital. Hospital Authority is very famous health care sector in the Hong Kong which have
major objective is to deliver high quality of health care services to patient and develop effective
image in the market. From the collected data it has been assessed that customer relationship
management program can help to cited venture in addressing its objective. Service quality and
patient satisfaction plays a very crucial role in the hospital which helps in improving the health
of patient. Service quality measures how well a service delivers to customer and how fair it
meets actual expectation of the customers. In the present time, In public hospital, health experts
23

and doctors deliver high quality of services then the satisfaction level of patient can
automatically affect. Patient satisfaction is the highly desirable outcome in the hospital and may
be an element of health status itself. A patient's expression of satisfaction or dissatisfaction is a
judgement on the quality of hospital care in all of its aspect. In the health and care sector, patient
satisfaction is one of the most significant role in order to improve the image and good will of the
hospital. The effectiveness and productivity of the hospital is largely depends upon the level of
patient satisfaction in the health and care sector. Thus, it is very important for the health care
experts and doctors to deliver effective satisfaction to patient so as they can improve their health.
Theme 3: The impact of various application of customer relationship management on the patient
satisfaction and services quality in public hospital in Hong Kong
In public hospital in the Hong Kong, customer relationship management application is
very important for enhancing the satisfaction level of patient regarding service quality and
treatment. CRM is an approach that helps in developing the relationship between the customer
and organisation customer relationship management is that approach in which effective
relationship can maintained between the health care experts and patients. For the health care
providers, there various elements of the customer relationship management by which any
organisation can easily understand the actual requirement of the customer related to the product
and services and company can easily deliver the right kind of services which they required. With
assistance of the application of customer relationship management, health care experts and
doctors can understand the actual needs and requirement of the patient and deliver the services
and treatment to them accordingly. There are various kinds of application of customer
relationship management in the health and care sector which assist in acknowledging and
identifying the needs of customer and deliver them services according to their choice and
requirement.
Theme 4: Criteria by which customer relationship management can enhance in public hospital in
Hong Kong
As per the literature review and further studies it has been analysed that customer
relationship management plays a very significant role in public hospital by which health experts
can able to deliver effective care services and improve their satisfaction level. In addition to this,
in the hospital health experts and doctors plays a very crucial role because only they are those
24

people who close to the patient. By effective relationship with patients, doctors can understand
the actual issue and problem of the patient and conduct the treatment and services accordingly
for them. As per the collected information it has been analysed that by develop effective health
care practices and policies, public hospital can improve the customer relationship management
with patients. Health care organisation management should develop such impressive health care
policies and practices which deliver high level of satisfaction and treatment to them. On the
other hand, health care organisation should take feedback from the patient and their family
member about the care service quality and treatment. Feedback option can assist to public
hospital in order to develop further improvement. In this process of feedback option,
management of hospital can able to acknowledge about the existing quality of treatment and care
services. After knowing the existing service quality in the hospital and existing practices for the
patient with respect of care services, management can further improve the working style,
treatment, and practices in the hospital for patient. Thus, it can said that this feedback option can
assist to the cited venture in improving the customer relationship management in the cited
venture. In addition to this, they can also acknowledge about the patient satisfaction level with
help of the feedback option. Thus, it can said that with help of feedback option in the cited
venture, management of hospital can improve the customer relationship management with
patient. As per the collected information, it has been also analysed and assessed that public
hospital can enhance customer relationship management by conduct training and development
program for its health experts, doctors and care worker. Training and development is the best
strategy and technique to improve the customer relationship management in health and care
organisation because with help of this technique, management provides opportunity to
employees for enhancing their skill, ability, capability, and knowledge about the working at the
workplace. In the cited venture, management can enhance the capability and skill of doctors by
organise training program for them. Once health experts and doctor’s knowledge, quality and
skill enhanced then they can easily provide high quality of treatment to patient and understand
their expectations. With help of training, doctors can enhance their working capability and
criteria which assist in enhancing service quality in the hospital. While customer gets excellent
quality of services and treatment then their satisfaction level can become high. Further, if they
are happy then automatically customer relationship can become strong. Thus, it can said that
25

training and development is the best strategy for enhancing the customer relationship
management in the health and care organisation.
26

CONCLUSION AND RECOMMENDATION
Conclusion
In the present dissertation, researcher have major aim is to examine the impact of
Customer Relationship Management on the improvement of service quality and patient’s
satisfaction of public hospital. For attain this objective, researcher have applied various
techniques of the research methodology such as research approach, technique, philosophies, data
collection, data analysis etc (Yuksel, Yuksel and Bilim, 2010). With assistance of all of these
methods, researcher have effectively addressed major objective of study. In this study, researcher
has applied qualitative research technique along with thematic analysis. Further, in order to
obtain the actual outcome, researcher has used secondary data collection method. In this
secondary data collection, researcher has used books, journal, online blogs, articles etc. On the
basis of collected data in the secondary data, collection and analysis it has concluded that there
are direct relationship between customer relationship management, patient satisfaction, and
services quality in the health and care organisation (Tarone, Gass and Cohen, 2013). From this
information, it has also concluded that patient satisfaction is the highly desirable outcome in the
hospital and may be an element of health status itself (Leary, 2016). A patient's expression of
satisfaction or dissatisfaction is a judgement on the quality of hospital care in all of its aspect. In
the health and care sector, patient satisfaction is one of the most significant role in order to
improve the image and good will of the hospital.
From the entire discussion on the secondary data analysis, it has also concluded that
customer relationship management is a system under which organisation and customer can
develop healthy relationship. It can said that it is an approach for managing the relationship with
customer and buyers in the market (Yoshida and James, 2010). It refers to the practices,
strategies and technologies that organisation uses for manage and analysing the business
relationship with customers. From the entire discussion, it has also concluded that in the health
and care organisation with help of customer relationship management, corporation can easily
analyse the actual needs and wants of the patient and deliver services and treatment accordingly.
It has concluded on the basis of data analysis for the current investigation that patient satisfaction
and service quality also have direct relationship as if health experts deliver high quality of care
services to patient then patient get effectively satisfy (Lushey and Munro, 2015). It is very
important to the health experts to deliver high quality of treatment and services so as patient
27

issue and health problem can easily improve. From this above discussion, it has concluded that
from this data, analysis it has been also analysed that training and development is best practices
for improving the customer relationship management in the health and care organisation. With
help of training and development, management can enhance the capability and skill of doctors by
organise training program for them. Once health experts and doctor’s knowledge, quality and
skill enhanced then they can easily provide high quality of treatment to patient and understand
their expectations (Mackey and Gass, 2015). Thus, it can be said that training and development
is the best practices for enhance the customer relationship management in the hospital. From this
entire dissertation, it has been also concluded that effective health and care practices and policies
is another one of the most effective strategy in improving customer relationship management in
the health and care organisation (Ryu, Lee and Gon Kim, 2012). Management should develop
such suitable and flexible health and care policies and practices which assist to both patient and
health care experts (Gioia, Corley and Hamilton, 2013). If management develops flexible and
suitable working practices for patient then doctors and health experts effectively carry out their
working at the workplace. Once they are happy with corporation's policies and practices then
they can motivate to enhance the quality of services. Thus, it can said that by help of health care
policies and practices, management of hospital can enhance the quality of services and level of
patient satisfaction.
Following are some recommendation for public hospital in Hong Kong by which it can
able to improve customer relationship-
1. Hospital Authority should focus on the effective technology and equipment for the
operation in the hospital. By adopting high quality of technology and equipment,
management can enhance the quality and sped of the care services and treatment. By this
customer, relationship management can become strong (Kassim and Asiah Abdullah,
2010).
2. Hospital Authority of Hong Kong should focus on developing its own page on the
internet like social media etc (Kitchin and Tate, 2013.). With assistance of this strategy,
public hospital can easily provide right information about the timing of treatment,
appointment of patient with help of internet (Bauer, 2014). This assists in facilitating
patient and enhance image of hospital. With help of this strategy, management can also
28

acknowledge the actual needs and wants of the patient and their review or feedback about
existing treatment and services.
3. Cited venture should focus on the approaches of operation and management such as total
quality management, lean production, six sigma etc so as it can enhance the quality of
services or treatment. It also assists in overcome the wastage and cost of operation in the
cited venture (Gast and Ledford, 2014). By use of all these techniques and approaches of
the operation management, company can easily enhance the productivity and quality of
care services and treatment for patient (Billig and Waterman, 2014).
4. Corporation should adopt effective application and technique for improving services
quality for patient by which it can able to develop effective customer relationship
management in the hospital (La and Choi, 2012.).
5. Cited venture should recruit the high professional experts and doctors who have effective
qualification and knowledge about this field. With help of high professional doctors and
experts, management can deliver high quality of services and treatment to patient and
improve their health issue (Beard, 2014). Thus, it can be said that right recruitment and
selection is very important for improve customer relationship management in the
hospital.
6. Cited venture should organise health welfare program and activities for both patient and
employees by which it can maintain healthy relationship with customers. With help of
this health care program and activities, corporation can able to improve the image and
good will in the market (Eid, 2011).
7. Management should use primary data collection technique by which it can acknowledge
about the actual needs and wants of the customer about the services and treatment of
public hospital in the Hong Kong (Steve, 2015). Furthermore, it can also analyse the
actual condition of existing efficiency and quality of treatment in the hospital.
29

30

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