Department of Health Services Management, Semnan Branch, Islamic Azad University, Semnan, Iran


Context: One of the challenges in the fiercely competitive space of health organizations is
responding to customers and building trust and satisfaction in them in the shortest time, with
best quality and highest productivity. Hence the aim of this study is to survey the impact of
customer relationship management (CRM) on organizational productivity, customer loyalty,
satisfaction and trust in selected hospitals of Isfahan (in Iran). Materials and Methods: This
study is a correlation descriptive research. Study population was the nurses in selected hospitals
of Isfahan and the sampling has been conducted using stratified random method. Data collection
tool is a researcher‑made questionnaire of CRM and its effects (organizational productivity,
customer loyalty, satisfaction and trust) which its validity and reliability has been confirmed
by researchers. Structural equation method was used to determine the impact of variables.
Data analysis method was structural equation modeling and the software used was SPSS
version 16 (IBM, SPSS, 2007 Microsoft Corp., Bristol, UK) and AMOS version 18 (IBM, SPSS,
2010 Microsoft Corp, Bristol, UK). Results: Among the dimensions of CRM, diversification
had the highest impact (0.83) and customer acquisition had the lowest (0.57) CRM, had the
lowest impact on productivity (0.59) and the highest effect on customer satisfaction (0.83).
Conclusions: For the implementation of CRM, it is necessary that the studied hospitals
improve strategies of acquiring information about new customers, attracting new customers
and keeping them and communication with patients outside the hospital and improve the
system of measuring patient satisfaction and loyalty.


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