Authors :
Mokami David Mwikwabe; Dr. Lydia Mwai; Dr. Consolata Thuranira
Volume/Issue :
Volume 8 - 2023, Issue 12 - December
Google Scholar :
https://tinyurl.com/46semx9u
Scribd :
https://tinyurl.com/y89r7fpu
DOI :
https://doi.org/10.5281/zenodo.10283354
Abstract :
Customer Relationship Management (CRM)
aims to foster brand loyalty, profitability and customer
satisfaction by establishing, nurturing and maintaining
successful relationships with stakeholders and customer
engagements. Significant progress has been made in
CRM research across various industries such as
telecommunications, manufacturing, banking healthcare
and hotels. However, studies in the healthcare industry
have been conceptually diverse, leading to inconsistent
findings. The study aimed to investigate the impact of
CRM practices on the market performance of private
health facilities in the Mt. Kenya region. The foundation
for this study rested on the social exchange theory and
relationship marketing theory. A descriptive research
design was adopted. The study conducted a census survey
of all eighty registered private facilities in the Mt. Kenya
region equipped with both beds and cots. Primary data
was collected through questionnaires from relationship
managers and marketing managers. Both descriptive and
inferential statistics were used. The findings revealed that
CRM Practices exhibited a significant relationship with
market performance. The government should encourage
private health facilities to adopt effective CRM practices
by creating regulations that require facilities to
implement certain practices. Further research can
compare the effectiveness of CRM practices and their
association with market performance across different
healthcare contexts.
Keywords :
CRM Practices, Market Performance, Private Health Facilities.
Customer Relationship Management (CRM)
aims to foster brand loyalty, profitability and customer
satisfaction by establishing, nurturing and maintaining
successful relationships with stakeholders and customer
engagements. Significant progress has been made in
CRM research across various industries such as
telecommunications, manufacturing, banking healthcare
and hotels. However, studies in the healthcare industry
have been conceptually diverse, leading to inconsistent
findings. The study aimed to investigate the impact of
CRM practices on the market performance of private
health facilities in the Mt. Kenya region. The foundation
for this study rested on the social exchange theory and
relationship marketing theory. A descriptive research
design was adopted. The study conducted a census survey
of all eighty registered private facilities in the Mt. Kenya
region equipped with both beds and cots. Primary data
was collected through questionnaires from relationship
managers and marketing managers. Both descriptive and
inferential statistics were used. The findings revealed that
CRM Practices exhibited a significant relationship with
market performance. The government should encourage
private health facilities to adopt effective CRM practices
by creating regulations that require facilities to
implement certain practices. Further research can
compare the effectiveness of CRM practices and their
association with market performance across different
healthcare contexts.
Keywords :
CRM Practices, Market Performance, Private Health Facilities.
