THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON PATIENT LOYALTY IN BUEA, CAMEROON /
Mbuwel, Divine Tosam
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON PATIENT LOYALTY IN BUEA, CAMEROON / MEDIATING ROLE OF PATIENT SATISFACTION DIVINE TOSAM MBUWEL; SUPERVISOR: ASSOC. PROF. DR. GEORGIANA KARADAŞ - vii, 80 sheets; 31 cm. 1 CD-ROM
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management Department
Includes bibliography (sheets 59-80)
ABSTRACT
Background: To understand how managers may successfully create and uphold longterm, beneficial interactions with their customers have led to a development of
customer relationship management.
Aims/Objectives: The aim of this study is to examine the effect of customer
relationship management on patient loyalty mediated by patient satisfaction.
Method: The measurement instruments employed in the research were patient
satisfaction, CRM and patient loyalty. The population under investigation consisted
of patients who received medical attention from hospitals operating in Buea,
Cameroon. Principally utilising the convenience sampling method. Data was drawn
from 371 patients in the study area. Data analysis was done using SPSS.
Findings/Implications: According to the research's findings, CRM was found to
positively impact the patient loyalty. Also, the results reveal that CRM has significant
effect on patient satisfaction. Furthermore, patient satisfaction was found to have a
positive effect on patient loyalty. Notably, patient satisfaction was found to positively
mediate the relationship between CRM and patient loyalty. Organizations may
strengthen patient connections through CRM techniques like personalised
communication, targeted service delivery, and proactive patient engagement
Keywords: CRM, Satisfaction, Loyalty, Marketing, Strategy
Satisfaction--Dissertations, Academic
Loyalty--Dissertations, Academic
Marketing--Dissertations, Academic
Strategy--Dissertations, Academic
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON PATIENT LOYALTY IN BUEA, CAMEROON / MEDIATING ROLE OF PATIENT SATISFACTION DIVINE TOSAM MBUWEL; SUPERVISOR: ASSOC. PROF. DR. GEORGIANA KARADAŞ - vii, 80 sheets; 31 cm. 1 CD-ROM
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management Department
Includes bibliography (sheets 59-80)
ABSTRACT
Background: To understand how managers may successfully create and uphold longterm, beneficial interactions with their customers have led to a development of
customer relationship management.
Aims/Objectives: The aim of this study is to examine the effect of customer
relationship management on patient loyalty mediated by patient satisfaction.
Method: The measurement instruments employed in the research were patient
satisfaction, CRM and patient loyalty. The population under investigation consisted
of patients who received medical attention from hospitals operating in Buea,
Cameroon. Principally utilising the convenience sampling method. Data was drawn
from 371 patients in the study area. Data analysis was done using SPSS.
Findings/Implications: According to the research's findings, CRM was found to
positively impact the patient loyalty. Also, the results reveal that CRM has significant
effect on patient satisfaction. Furthermore, patient satisfaction was found to have a
positive effect on patient loyalty. Notably, patient satisfaction was found to positively
mediate the relationship between CRM and patient loyalty. Organizations may
strengthen patient connections through CRM techniques like personalised
communication, targeted service delivery, and proactive patient engagement
Keywords: CRM, Satisfaction, Loyalty, Marketing, Strategy
Satisfaction--Dissertations, Academic
Loyalty--Dissertations, Academic
Marketing--Dissertations, Academic
Strategy--Dissertations, Academic