dc.description.abstract |
Ethiopia's health-care sector is currently seeing increased competition. The health-care
industry has seen an influx of new hospitals. In this competitive health-care industry,
customers have more options for hospitals. Customer loyalty has emerged as a critical
aspect of a company's long-term success. Customers must be loyal to the hospital in
order for the hospital's management to succeed. To meet the goal, data for this study was
collected by giving questionnaires to 385 patients at Gamby Teaching General Hospital,
of which 365 were collected. Convenience sampling techniques were utilized to collect
data from the respondents. As a result, 365 completed surveys were evaluated using
software package for social science (SPSS version 23). In order to acquire relevant data
for the study, the researchers used both primary and secondary data sources. The
primary data was collected mostly through questionnaires, and the analysis was mostly
dependent on the primary data. Both descriptive and inferential statistics were used to
analyze the data. The findings of the study show that commitment, trust, communication,
conflict handling, knowledge management, CRM organization and technology based
CRM have a significant positive influence. In addition, the analysis found that
commitment is the most determinant variable in building customer loyalty, followed by
communication, conflict handling, technology based CRM, knowledge management, trust
and the least important variable in customer loyalty is the CRM organization. According
to the study, hospitals should demonstrate a high level of commitment to provide quality
service, increasing patient satisfaction by making and keeping promises, demonstrating
concern for their patients' health, providing consistent quality services, treating patients
with respect, and fulfilling their obligations to them. |
en_US |