The Relationship between Customer Relationship Management, Service Quality and Satisfaction in Service Organizations (The Case of Nursing Homes)

Subject Areas : Jounal of Marketing Management

keyhan  kia ¹ (MA of Business Administration, Islamic Azad University, Science and Research Branch, Tehran, Iran)
Vahid Reza  Mirabi ² (Associate Professor of Business Administration, Tehran Branch Center, Islamic Azad University, Tehran, Iran)
Amin  Mozafari ³ (MA of Business Management, Arak Branch, Islamic Azad University, Arak, Iran)

Received: 2014-09-10 Accepted : 2018-12-30 Published : 2016-08-22

Keywords: Customer Satisfaction, Customer Relationship Management, Service Quality,

Abstract :

Assessment of service quality in service organizations means evaluating that how many these services could satisfy customer’s expectations. Awareness of the concept of service quality and efforts to improve it results in providing high quality services and by increasing the quality of service you can expect an increase in customer satisfaction. The aim of this study is to study the relationship between customer relationship management, service quality and resident satisfaction in nursing homes. The population of this study includes all residents of Tehran nursing home which 384 person were chosen as sample based on random sampling. Primary data was collected using a standard questionnaire which its reliability was 0.912 and its validity was confirmed by content and formally. This research is a correlation one and functional and Regression was used to analyze the results indicate that all hypotheses are confirmed and Customer relationship management and service quality has a positive effect on resident satisfaction. Finally the authors suggested that the relationship between the physical environment and the perceived quality of the interaction between providers and users of services and also the effect of other service users be explored as complementary to this study.