IMPORTANCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN INDIAN PRIVATE HOSPITALS

Hospital plays very important role in mankind as it provides healthcare facilities. In last decades there has been tremendous, spectacular development in the health care and management. India is also witness of this development. In recent develop of ICT and its application for hospital management also created new modes to improve patients health and this has opened new vision for hospitals that patients are important par t of this hospital management this has created new types of services for patients by providing better information and by providing facilities to know more about health care services. By using this information patients can make their own decisions like th ey can select best hospitals; patients choose their doctor according to their requirements. This makes hospital facilities more cost and quality effective for patients in view of patients as a customer for hospital management. The aim of this paper to addresses patient requirements and issues by using CRM, to find affect of CRM on patient’s loyalty, to identify the valuable patient using CRM strategy. To address these issues, case study based approach is used. Data is collected and analyzed by using t - test and z - test Result and implications are discussed in this study.