Modeling Customer Relationship Management Pattern Using Human Factors Approach in the Hospitals of Tehran University of Medical Sciences

Abstract

Background: Studies show that the transformation of organizations to become customer- centric businesses is one of the strategic issues today. Objectives: The present study aimed to design a customer relationship management protocol with the approach of human resources. Methods: This was a mixed method (qualitative and quantitative) research that has been conducted on hospital administrators (n = 290) based on the structural equations by exploratory and confirmatory factor analysis. The software used for data analysis were Smart PLS version 2 and SPSS version 22. Constructions and items were selected through repeated scale according to the opinions of scientists, experts and comparatives studies. Confirmation of the researcher-made questionnaire reliability was performed using the judgments of experts and their reliability. The reliability upon Cronbach’s Alpha was 0.935. Results: Factors including employee satisfaction, organizational culture, communication management, organizational commitment, empowerment, teamwork, organizational structure, management change and organizational mission influenced the implementation of customer relationship management. Factor load of employee satisfaction (0.802) had the highest impact while the organizational mission had the least impact (0.587). Goodness of Fit of the model was 0.566. Conclusions: Human resources management has an important role in the implementation of customer relationship management. Therefore, hospital administrators should provide cultural context and support staff to encourage customer-oriented culture.