Importance of customer relationship management (CRM) : An hospital application

In today?s world, businesses understand the importance of customer satisfaction and in order to stay operative, to keep up with changing environment and to improve profitability they give more importance every day to this certain field. It is not different in healthcare sector, which is also important socially. Both private and public hospitals try to improve their services for a better customer satisfaction level. These improvements can be achieved with the help of customer demands and expectations clarification and customer satisfaction focused customer relation management policies.In this study, firstly, customer, service, quality, and customer satisfaction concepts are discussed. Secondly, customer relation management philosophy mentioned with most important parts and customer relation management applications topics are discussed. Thirdly, quality in healthcare sector, patient satisfaction and measurement of patient satisfaction topics are taken on consideration and discussed. The application part of this study is completed in Alsancak Nevvar Salih Isgoren Public Hospital and studies focuses on measuring inpatients? and workers? satisfaction. The necessary data is collected by questionnaires and analyzed and evaluated on SPSS 16.0 computer program. Seryqual scale is being used for measuring patient satisfaction.As a summary, how it is understand by patients? that of hospital?s provided service and what the workers? point of view on the same subject is being figured out and this study gives us the opportunity to understand how the hospital is seen from a workers eye and a patients eye. The necessary improvement fields and what the hospital done right is separated based on both patients and workers satisfaction levels and improvement fields are taken under consideration and given some improvement topics are discussed based on customer relation management philosophy.Keywords: Customer Relationship Management, Service Quality Measurement.