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Customer relationship management and patient satisfaction and loyalty in selected hospitals in Ghana

Gordon Abekah-Nkrumah (Department of Public Administration and Health Services Management, University of Ghana, Accra, Ghana)
Maame Yaa Antwi (Department of Public Administration and Health Services Management, University of Ghana, Accra, Ghana)
Stephen Mahama Braimah (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana)
Charles Gyamfi Ofori (Department of Operations and Management Information Systems, University of Ghana, Accra, Ghana)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 27 November 2020

Issue publication date: 9 June 2021

925

Abstract

Purpose

This paper aims to examine the effect of customer relationship management (CRM) on patient satisfaction and patient loyalty, controlling for other socio-demographic characteristics.

Design/methodology/approach

The study used a two-stage sampling process and structured questionnaires to collect data from 788 patients from three health facilities (public, quasi-public and private) in Greater Accra, Ghana. The data collected was analyzed using descriptive statistics and regression via the partial least squares-based structural equation model.

Findings

The results suggest that CRM is significantly positively correlated with patient satisfaction and patient loyalty, with patient satisfaction also significantly correlated with patient loyalty. Additionally, the results suggest that the introduction of education, health facility ownership, health insurance status and gender, neither impact significantly on the relationship between CRM and patient satisfaction/patient loyalty nor influenced patient satisfaction and patient loyalty directly.

Research limitations/implications

The findings of the current paper can have substantial practice implications for operators in the health-care industry in Ghana. CRM components such as service quality, customer service, communication and the use of appropriate technology to deliver service will be fundamental if organizations operating in the health-care ecosystem in Ghana are to be able to compete effectively.

Originality/value

This is one of the very few papers on the relationship between CRM and patient satisfaction and patient loyalty in African health-care literature. Thus, the findings of the paper can constitute a great resource not only to academics but also to practitioners who are looking to be competitive in the health-care market.

Keywords

Citation

Abekah-Nkrumah, G., Yaa Antwi, M., Braimah, S.M. and Ofori, C.G. (2021), "Customer relationship management and patient satisfaction and loyalty in selected hospitals in Ghana", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 15 No. 2, pp. 251-268. https://doi.org/10.1108/IJPHM-09-2019-0064

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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