Customer relationship management in the healthcare industry in Ghana: A case study in Ashanti region and the Upper west region

Abstract: The recent rapid increase in the number and variety of information related to medical treatments, patients and healthcare management, has pushed hospitals to confront with essential issues related to the implementation of Customer Relationship Management (CRM) systems in order to improve healthcare services. A CRM system is an innovative technology that facilitates the process to acquire, develop, and maintain customer relationships more efficiently and effectively. From the business perspective, patients represent the major customers of the hospital. They receive and feel the healthcare services directly and realistically. Although the critical factors for the enhancement of CRM implementation have been identified in previous studies, few have specifically explored CRM systems implementation and enhancement in the hospitals despite the fact that it has dramatic impacts on the quality of healthcare services and patients satisfaction. This study considers this issue and aims at assessing PRM implementation and the ways to enhance it in Ghana’s public healthcare system considering two hospitals: Wa Regional and the Komfo Anokye Teaching hospital.

Data were collected through interviews and questionnaire. The results indicated essentially that the major objectives and benefits of CRM initiatives of these two healthcare institutions were improvement of customer service, cost reduction, customer retention and loyalty. Also, poor communication appeared as the major barrier to CRM implementation. It was also found out that the hospital size, the information system capabilities of staff, innovation of senior executives; knowledge management capabilities have significant influence on the CRM systems adoption. Finally, based on the obtained results, some recommendations are made concerning actions that should be undertaken to enhance CRM adoption and efficiency in healthcare institutions in Ghana.