CRM Index Development and Validation in Indian Hospitals

Abstract

This paper aims to develop a reliable and valid CRM (Customer relationship management) Index specifically catering to Indian hospitals. Standard method of scale development was followed by case based method for development of CRM Index. The proposed scale shows CRM in Indian hospitals as a multidimensional construct comprising of factors namely tangibles, service quality, trust, availability and accessibility which is validated through the structural model. The proposed Index will help in identifying issues that contribute to CRM in Indian hospitals and formulate strategies accordingly, resulting in efficient (cost) and effective (outcomes) practices. A fair amount of literature on Indian hospitals dealt with identifying factors explaining the constructs of quality, value or satisfaction. There is paucity of research pertaining to industry specific CRM Index development and validation and the authors attempt to bridge this gap in the existing literature.

CRM Scale Development and Validation in Indian Telecom Sector

“…Earlier different models and scales (Sin et al, 2002;Sin et al, 2005;Scott et al,2008;Wang & Feng, 2008;Chen et al, 2009;Agariya & Singh 2011a, 2011b, 2012a, 2012b, 2012c,2012d have been proposed to measure the effectiveness of CRM practices in an organization. These models are more generalised one and fits to the structure of service industry.…”

Winning the Loyalty of International Customers: A Perspective from the International Patients in India

“…The market of international patients is profitable, thus confirming the proposition that hospitals need to attract patients, in great numbers from overseas (Mochi et al, 2013). Agariya and Singh (2011) highlighted the importance of understanding the drivers of CRM in context to international patients and identification of the aspects that influence the magnetism of India as a health tourism destination. Because in the corporate hospitals the term customers and patients often get used interchangeably hence, we did not divert from the common language of marketing research and used the terms 'customer satisfaction'; 'customer loyalty' and 'customer relationship management'.…”