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Table of Contents

Improvement in Customer Service in Healthcare - Part 8


7. Findings and Analysis

The data indicates that the higher the component score is based on the distributed questionnaire, the more significant that component is to quality and customer satisfaction. The data shows that the factor that has the most significance is the tangible aspect, followed by empathy, then by assurance, then reliability and finally responsiveness.

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Table 1 Significance of Test Variables

The graphical presentation of the figures indicates that the distribution of the responses based on the variable under study. The graphs show a cross section of the results, the first showing the responses per variable for each question while the second shows the distribution of the responses per variable under study.

Figure 6 Distribution of Responses per Question

Figure 7 Distribution of Responses on the Basis of Study Components

The components indicate that the most significant variable is the tangibles. However, this does not mean that the other components are insignificant. In fact, the analysis indicates that the questions are significantly addressed depending on the construct under view. For example, tangibles are more important for achieving customer satisfaction, while reliability is least important for achieving customer satisfaction. On the other hand, reliability is the most important variable in consideration of customer loyalty while tangibles are the least variable of consideration for achieving customer loyalty. A summary of the relationship of the variables to customer loyalty and customer satisfaction is shown in the succeeding illustration.

Figure 8 Effective factors that affect CRM strategies in healthcare organizations

The figure above shows that of the five factors being considered for customer relationship management strategies, the more relevant variables for achieving high customer satisfaction are tangibles, responsiveness, empathy, assurance and finally, reliability. For achieving customer loyalty, the sequence is reversed. Customer loyalty is influenced mostly by reliability, assurance, empathy, responsiveness and tangible variables. These variables are the same variables that are used in the SERVQUAL framework.

In terms of overall importance to customer relationship management strategies, the data analysis indicates that the highest variable for consideration of both customer loyalty and customer satisfaction is responsiveness, followed by tangibles, assurance, empathy and finally, reliability.

8. Conclusions and Recommendations

The objective of this research paper is to help identify the characteristics of the customer relationship management strategies that healthcare organizations implement and see what factors make these strategies effective. This research includes a lengthy discussion on the theoretical background of the service quality model, specifically the SERVQUAL model. The SERVQUAL model is a model for measuring the differences between service quality received, on the basis of the customer’s perception of the service and the customer’s expectations.

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In this study, the empirical model that was used in developing the SERVQUAL model was used to provide the conceptual framework necessary for utilizing the SERVQUAL model for CRM studies. The use of the questionnaires to gather credible data supports the empirical validity of utilizing SERVQUAL models for this type of researches. The critical factors identified in this study conclude that for a health organization to ensure that the benefits of CRM programs are achieved, the CRM strategy must be developed to respond to one of the two constructs that are of significance to overall customer satisfaction. If a healthcare organization wishes to attract loyal customers, it must prioritize strategies that enhance overall service reliability. If the healthcare organization wishes to develop higher levels of customer satisfaction, then the tangibles (the facilities, equipment, and appearance of the healthcare professional) must be addressed.

On an academic level, this research paper hopes to provide information and intuitive direction for further academic research. This research further aims to provide a framework that can be utilized by healthcare organizations in further enhancing their customer relationship management systems using the five-factor system that was determined as a result of the SERVQUAL model use. Based on this model, the customer relationship management system can be further enhanced using the conceptual framework developed herein.

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