Enhancing Care Experiences by Integrating AI-Powered Relationship Management Technology

Abstract

Customer relationship management in service sector is the primary point of discussion in this study. Health sector is the most prime one among the service sector and its services to the society is inevitable. There is no end to its needed enhancement in all aspects keeping in mind the unpredictable minds of the customers in the market. Digitalization of Customer Relationship management in Hospitals as a human –centric approach is the latest advent in the service sector. Customers’ perception about ten corporate hospitals from India with respect to the services in addition to digitalization was collected by convenience sampling using non-probability method. The data was collected from patients, and attenders that assisted patients to corporate hospitals. The corporate hospitals chosen are super- specialty hospitals in India and hence the customers were definitely of affordable segment. The respondents were customers who visited the same hospitals for more than a year. A 14 item scale was used to study the Customer relationship management in Hospitals. The influence of demographic variables on CRM was assessed. The major factors that contributed to customer perception about Customer relationship management were Initiation, Maintenance, Technology and Relationship. It was found that these factors have a positive correlation with CRM in hospitals. Exploratory Factor Analysis was exploited to identify the predominant factors that influence the costumers’ perception of Relationship Management in hospitals. The study highlights the key difficulties faced in implementation of CRM in Hospitals. Major studies emphasizes that CRM in hospitals increases performance and profitability of the Hospitals. However, studies on CRM in hospitals with respect to digitalization is very few and hence an attempt of this study by the researchers.

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