Customer Relationship Management and Hospital Service Quality in Nigeria

Abstract

Health care delivery has become one of the fundamental issues being given attention by governments of most developing countries. The Objective of this study therefore is to examine how Customer Relationship Management can be employed to bring about improve health service quality in Nigeria. The data for the study was collected through questionnaire instrument administered to 200 health workers at the University of Ilorin Teaching Hospital Ilorin, Nigeria. Thus the study adopted a case study approach method. Exploratory test was conducted to determine the mean age of the Sample distribution, while Chi-square, Kolmogorov Smirnov test and Factor Analysis were Statistical techniques employed to further perform data analysis on the study. Findings reveal that the mean age was not significantly different from the hypothesized value, Customer Relationship Management (C.R.M.) has significant effects on the quality of Hospital Services in Nigeria ( χ2 =0.000, d.f=2 and P ≤ 0.05) and three factors namely: Interactive Management, Personalisation, and Relations with Patients are relevant factors in the implementation of Customer Relationship Management in Nigerian Hospitals. The study recommends pre- planning and understanding expectation of Stakeholders for CRM successful implementation.

Key Words: Customer Relationship Management, Hospital Services,
Patient’s Satisfaction, Isolation Ward and Interactive Management