Customer Relationship Management and Organizational Performance: a Survey of Selected Private Hospitals in Ogun State, Nigeria

Onu, C. A. and Osoko, Abisola and Akinlabu, H. (2018) Customer Relationship Management and Organizational Performance: a Survey of Selected Private Hospitals in Ogun State, Nigeria. International Journal of Innovative Research in Social Sciences and Strategic Management Techniques, 5 (1). 201 -224. ISSN 2465-728X | ISSN Online: 2467-8155

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Abstract

Tmanagement on organizational performance in selected private hospitals in Ogun state, Nigeria. This research work deals with fourobjectives and datawas gathered to answerthe research questions:- Howtrustinfluences customerloyalty; relationshipcommitmentaffects customer retention; service quality such as tangibility, reliability, responsiveness, assurance and empathy influences on customer satisfaction; and customer knowledge management affects customer citizenship behaviour. The researchers tested four null hypotheses in ordertomakedecisions eithertoaccepting orrejecting the effectsof four independent variables on each of the four dependent variables. The study employed a survey research design in selected private hospitals in Ogun state, Nigeria. The selected private hospitals were:-Royal Cottage Hospital, Amazing Grace Hospital, Cornerstone Hospital, and First Alpha Medical Hospital. The population for the study were the registered adult patients of the four (4) selected registered private hospitals from the four main divisions of Ogun State which includes; Remo, Ijebu, Yewa and Egba. The total number of registered adult patients of the selected private hospitals altogether was 30,667. Using a purposive sampling and simple random sampling design, a sample size of 395with addition of a 30% safeguard against unreturned questionnaires making 513 was employed for the study. The study employed a well-structured questionnaire for gathering primary data and both descriptive and inferential statistical analysis techniques were employed to test the four hypotheses of the study. The study concluded that trust had a significant effect on customer loyalty to the private hospitals, there is a relationship between relationship commitment and customerretention, service quality had a significant effect on customer satisfaction, and customer knowledge management had a significant effect on customer citizenship behaviour in the selected private hospitals. The study recommended that management and staff of private hospitals in Nigeria should ensure that they build in trust, reliance and dependability intowhattheydo inordertoensure thattheir patients become loyal to them. Also, there is need forrelationships to be enhanced between the hospitals and their patients. The management of the hospitals can decide to give discounts to patients based on different group categories such as: staff of a particular organization, family based considerations and even church based. The service delivered by the hospitals should be of enhanced quality. Finally, patient knowledge should be managed effectively in the organization, their birth dates, anniversaries, daytheyentered thehospital and the frequencyof visits.

Item Type:	Article
Uncontrolled Keywords:	Customer relationship management, Organizational performance, Private hospitals, Ogun state, Nigeria
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	UNSPECIFIED
Depositing User:	nwokealisi
Date Deposited:	12 Nov 2023 19:58
Last Modified:	12 Nov 2023 19:58
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/17583

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