فهرست نشریات علمی دسترسی آزاد ایران

Context: One of the challenges in the fiercely competitive space of health organizations isresponding to customers and building trust and satisfaction in them in the shortest time, withbest quality and highest productivity. Hence the aim of this study is to survey the impact ofcustomer relationship management (CRM) on organizational productivity, customer loyalty,satisfaction and trust in selected hospitals of Isfahan (in Iran). Materials and Methods: Thisstudy is a correlation descriptive research. Study population was the nurses in selected hospitalsof Isfahan and the sampling has been conducted using stratified random method. Data collectiontool is a researcher‑made questionnaire of CRM and its effects (organizational productivity,customer loyalty, satisfaction and trust) which its validity and reliability has been confirmedby researchers. Structural equation method was used to determine the impact of variables.Data analysis method was structural equation modeling and the software used was SPSSversion 16 (IBM, SPSS, 2007 Microsoft Corp., Bristol, UK) and AMOS version 18 (IBM, SPSS,2010 Microsoft Corp, Bristol, UK). Results: Among the dimensions of CRM, diversificationhad the highest impact (0.83) and customer acquisition had the lowest (0.57) CRM, had thelowest impact on productivity (0.59) and the highest effect on customer satisfaction (0.83).Conclusions: For the implementation of CRM, it is necessary that the studied hospitalsimprove strategies of acquiring information about new customers, attracting new customersand keeping them and communication with patients outside the hospital and improve thesystem of measuring patient satisfaction and loyalty.