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Paper Information

Journal:   JOURNAL OF MARKETING MANAGEMENT   summer 2016 , Volume 10 , Number 31 ; Page(s) 49 To 65.

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

Author(s):  Kia Keyhan*, MIRABI VAHID REZA, Mozafari Amin
* Science and Research Azad University, Tehran, Iran
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.
Keyword(s): Customer Relationship Management,Service quality,Customer Satisfaction
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