CUSTOMER RELATIONSHIP MANAGEMENT AND ITS IMPACT ON PATIENT SATISFACTION: A QUANTITATIVE STUDY IN LEBANON

The way healthcare practitioners and institutions are communicating with patients has changed dramatically due to the emergence of digitalization. In order to enhance their market share, healthcare institutions and staff utilize the use of customer relationship management. This study investigates the impact of CRM on patients’ satisfaction and loyalty at healthcare institutions in Lebanon. To attain the research objectives, a survey targeting 500 patients was distributed and descriptive statistical analysis was completed. The results showed that customer relationship management improves communication and trust with healthcare practitioners. Moreover, CRM enhances the service quality and impacts patients’ satisfaction.