Customer Relationship Management Assignment(CRM)
Added on 2020-06-05
40 Pages14252 Words303 Views
Examine the impact of Customer RelationshipManagement on the improvement of servicequality and patient’s satisfaction of publichospital in Hong Kong
Table of ContentsResearch Title..................................................................................................................................1INTRODUCTION...........................................................................................................................1Research Aim.........................................................................................................................2Research Objective.................................................................................................................2Research Questions................................................................................................................2Rationale of the study.............................................................................................................3Significance of the study........................................................................................................3Problem statement..................................................................................................................3Chapter structure....................................................................................................................4Framework and analysis.........................................................................................................5CHAPTER 2 LITERATURE REVIEW..........................................................................................8Introduction............................................................................................................................8Concept of customer relationship management, service quality and patient satisfaction......8Significant of the application of customer relationship management in public hospital in HongKong.....................................................................................................................................11Impact of customer relationship management practices on the service quality and patientsatisfaction............................................................................................................................12Determination of the effectiveness of CRM practices of public hospitals in order to the servicequality...................................................................................................................................13CHAPTER 4 RESEARCH METHODOLOGY............................................................................14Introduction..........................................................................................................................14Research philosophies..........................................................................................................14Research approaches............................................................................................................15Research techniques.............................................................................................................15Research Design...................................................................................................................16Data collection......................................................................................................................16Ethical consideration............................................................................................................17Research limitation...............................................................................................................18DATA ANALYSIS AND INTERPRETATION...........................................................................19Introduction..........................................................................................................................19
Theme 1:Customer relationship management plays an essential role in public hospital.....19Theme 2: The relationship between customer relationship management, service quality andpatient satisfaction in public hospital in Hong Kong...........................................................20Theme 3: The impact of various application of customer relationship management on thepatient satisfaction and services quality in public hospital in Hong Kong...........................21Theme 4: Criteria by which customer relationship management can enhance in public hospitalin Hong Kong.......................................................................................................................22CONCLUSION AND RECOMMENDATION.............................................................................24Conclusion............................................................................................................................24REFERENCES..............................................................................................................................28
Research Title“To examine the impact of Customer Relationship Management on the improvement of servicequality and patient’s satisfaction of public hospital: A case study of public hospitalINTRODUCTIONIn the present time, in the health and care sector various new improvement anddevelopment has occurred under which management focuses on the quality of care services andrequirement of the patients. In this sector, the major objective of the management of hospital andservices provider is to deliver effective and high quality of care services to patients so as theycan improve their health issue and diseases (Scott and Spouse, 2013). It is very important for themanagement and service provider is to effectively understand the actual requirement and healthissue of the patient through which they can impressively deliver the relevant and impressive careservices to patient. It is also very important for the service provider and doctors to maintainhealthy relationship with customer or patient through which they can feel comfortable in thehospital (Reeves and et.al., 2011). Quality of services and patient satisfaction is largely dependsupon the relationship between heath care experts and their patients. While they have effectivebounding and understand, they can able to deliver effective patient satisfaction and care servicesto them. Customer relationship management can be defined as revolving process in whichcompanies 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 caresector is the main industry where patients need quality care from medical professionals so thattheir health can be improved soon (Zhong and et.al, 2016). If health care professionals do nothave strong relationship with patients then they will not be able to understand medicalrequirements of care users and can get failed to provide them satisfactory services. Role ofmedical professionals are very important in order to improve services quality of patients. Theyare 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 (Ahland et.al, 2016). The main issue is faced by care users in the recent time they are not getting timelytreatment by doctors and nursing staff in hospitals. It decreases their trust thus, they do not1
discuss their problems effectively with health care professionals. Practices of customerrelationship management is considered as effective strategy through which hospitals can fulfiltheir mission an can met with objectives. CRM approach supports in serving best to patients andenchaining their satisfaction level (LÊgreid, 2017). Patient satisfaction is highly desirable outcome of the clinical care in the health and careorganisation. The patient satisfaction is the judgement on the quality of hospital care in all of itsaspects. In addition to this service quality ion the health care is the level of value provided byany heath care resource as determined by the some measurement. On the other hand the conceptof customer relationship management is the approach to manage the company's interaction withcurrent and potential customers (Röthlin , 2013). In the concept of CRM (customer relationshipmanagement) refers to the strategy, technologies and practices that organisation used to manageand analyse customer interaction. With help of customer relationship management, company caneasily understand the actual needs and requirement of customer related to product and servicesand delivers services accordingly (Kassim and Asiah Abdullah, 2010). This system can take useof various channels in order to improve the relationship with customers such as telephones, livechat, 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 ofcustomer relationship management on the improvement of service quality and patientsatisfaction 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 andhow the hospital use the technology and strategy to maximise the negative comments andimprove the services quality in the hospital with respect of public hospital in the Hong Kong. Apublic hospital or government hospital is a hospital which is owned by a government andreceives government funding. This kind of hospital provides medical care free of charge and thecost which is covered by government reimbursement. Thus, the researcher aim is to investigatethat what is the impact of customer relationship management application in the cited venture toenhance 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 servicequality and patient satisfaction of public hospital in the Hong Kong”2
Research Objective To critically examine the concept of CRM, service quality and customer satisfactionTo evaluate the significance of application of CRM in public hospitals in Hong KongTo explore how service quality could be improved by practising Customer Relationship Management To determine effectiveness of CRM practices for enhancing service quality and patientsatisfaction in public hospitalResearch Questions What is the concept of services quality, patient satisfaction, and customer relationshipmanagement?What is the significance of various application of the customer relationship managementin the hospital? Analyse how service quality could be improved by practising Customer RelationshipManagementDetermination of the effectiveness of CRM practices for enhancing service quality andpatient satisfaction in public hospitalRationale of the studyIn the present study, researcher have main aim is to investigate the impact of the ofCustomer Relationship Management on the improvement of service quality and patient’ssatisfaction of public hospital. In this study, researcher have major objective is to analyse theimpact of the customer relationship management on the improvement of the service quality andpatient satisfaction (Blocker, Flint, Myers and Slater, 2011). The major objective of thisselection of this topic is those researchers have huge interest in this topic, as they wanted toexplore their understanding and knowledge about customer relationship management and alsoexamine the application of the customer relationship management in the health and careorganisation (Berry, Davis and Wilmet, 2015). The major reason for selection of this topicbecause researcher wanted to explore his knowledge about the impact of customer relationshipmanagement on the patient satisfaction and services quality in the health and care corporation.This topic is interesting because customer relationship management have direct relation withpatient satisfaction in the hospital so with help of this study, researcher can determined its3
relation with patient satisfaction and service quality in the public hospita (Eid, 2011)l. Bydiscussing the research topic in the study, management of public hospital in the Hong Kong cananalyse the impact of the customer relationship management on the services quality and patientsatisfaction.Significance of the studyIn the present research study, the researcher have main aim is to analyse the impact ofCustomer Relationship Management on the improvement of service quality and patient’ssatisfaction of public hospital and how service quality could be improved by practisingCustomer Relationship Management. With assistance of this research study, researcher caneasily acquire the knowledge and information about the importance of customer relationshipmanagement within the hospital (Albliwi, Antony and Lim, 20150. With assistance of this study,researcher can also analyse that how various application of the customer relationshipmanagement can enhance the care services quality and t\ patient satisfaction level. Thus, it canbe said that this investigation study is very important which provides the huge knowledge andimportance about the service quality, patient satisfaction and customer relationship management.Problem statementIn this present study, this selected topic of customer relationship management and itsvarious application impact on the service quality and patient satisfaction level in the hospital isvery huge topic because customer relationship management have various application so it isquite difficult to involve all theories, concept, and approaches of customer relationshipmanagement in the present study (Dahl, 2015). In the literature review, researcher has collectedsecondary 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 majorproblem which faced by the researcher is related to the time (Glasby, 2017). In order toaccomplishing this study, the researcher has very limited time period and fund through which theresearcher have faced problem in the entire study. The Researcher have noticed that there areseveral kinds of problem and issue with respect of patient satisfaction and services quality inpublic 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 alongwith service quality and patient satisfaction.4
Chapter structureIn the present dissertation, there are various kinds of the chapter which address to attainthe aim of the study such as analyse the impact of customer relationship management on theservice quality and patient satisfaction in the health and care organisation (Bringle, Hatcher andJones, 2012). These chapters are as follows-Chapter-1 Introduction: In this chapter the main aim and objective of the study willdesign through which entire study can conduct. In the absence of this chapter, researchercannot attain its main objective of the research. In this problem statement, rationale of thestudy, research question etc. is included (Cozby and Bates, 2015).Chapter-2 Literature review- This is another one of the significant chapter in the entiredissertation which provide the detail knowledge and understanding about the topic. Inthis chapter, various views and statement of various articles can included through whichdetail knowledge and information can gather in the study (Drozd and Nosal, 2012). Thedepth research will include in this chapter by which all information can easily acquireabout the topic. In the absence of this chapter dissertation cannot accomplish.Chapter-3 Research methodology: This is another important chapter in the entire studywhich provides help to researcher in attain the objective. With help of this chapterresearcher can understand the actual issue and find out the best solution of researchproblem.Chapter-4 Data analysis: This is another chapter of the research study which help toresearcher in assessing and analysing the whole information about the topic. With help ofthis chapter, researcher can effective analysis the collected information and conclude theresult and outcome of the study.Chapter-5- Conclusion and recommendation- This is another most effective andsignificant chapter in the entire dissertation which gives the final conclusion andsummary of the study. With help of this chapter, summary and recommendation of thestudy can address (Edward, 2000).5
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