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