Customer relationship management in public sektör: Of the Balıkesir Atatürk State Hospital case

Rapid changes on communication, knowledge and technology has changed the concept of customer and marketing science. These changes of private sector, whether wanting or not, have influences on government policies. The activities of government sector completely focuses on customer setup, who is citizen and these facts mainly influence the content of citizen, productivity of governmental services, activity, increasing of rapidity and reduce of prices.The purpose of this study was to present new marketing philosophy of customer relationship management appropriable to government services. With this aim, 257 hospital workers and 400 patients has give answer to our questionnaire and observation were under taken at one public hospital. According to this methodology, if the customer relation management applies seriously both, the patients and workers at hospital would have been glad. Workers of hospital perceive that the innovation compensate the demand and expectation of patient, this situation provided that they going to be happy in this environment. On the other hand the application of customer service relation provide that the patient choose the hospital again and give the recommendations to their close environment and by the application of this way observed that in coming of hospital has increased.Key Words:1.Customer Relationship Management2.Customer Satisfaction3.Customer Loyalty4.Customer Orientation5.Health Sector