| dc.description.abstract | The consumer concept, customer orientation and interaction with customers are new areas of
interest for many public run organizations like health care, yet the understanding of customer
orientation, customer focus and customer satisfaction to enhance effective and efficient
service delivery in health care industry in Homa Bay County is not known, given lack of
prior studies in this field, which has prompted this study to be carried out. The main purpose
of research study is to examine effect of customer relationship management on performance
of health care providers in Homa-Bay County. Specific objectives were to examine effect of
customer orientation, customer focus and customer satisfaction on performance of health care
providers. using a descriptive research design. A target population of 44 staff from health
care providers in Homa-Bay County were used with a sample size of 40 staffs, who were
interviewed using questionnaires; the questionnaire was tested for reliability using Cronbach
Alpha method of reliability test, reliability coefficient of (.926) and content validity index
(CVI) had a coefficient of (0.869). A conceptual framework has been used to determine the
effect of various dimensions: customer orientation; customer focus; and customer satisfaction
on organizational performance. These theories guided the study: internal marketing theory;
service marketing theory and service quality theory, Descriptive statistics and regression
analysis were used, results for effect of customer orientation on organizational performance,
indicate customer orientation (CO) has a mean M=6.18 (SD=.43) and (B=.228, p =.021),
results for effect of customer focus on organizational performance, indicates that customer
focus, has a mean M= 5.98 (SD = .18) and (B=-.059, p =.812), results for effect of customer
satisfaction on organizational performance, indicates that customer satisfaction has a mean
M=5.9 (SD=.28) and (B=.725, p =.000), customer orientation, customer focus and customer
satisfaction together predicted 44.8 percent of the observed variance in organizational
performance of health care providers in Homa Bay County, a significant model fitting
(F=9.73; p=.000). This implies that public hospital can enhance customer satisfaction with an
improvement on organizational performance. Based on findings, the study recommends that
public hospitals should improve on their Customer Relationship Management dimensions, in
particular customer satisfaction. Further research should be undertaken on effect of Customer
Relationship Management dimensions on organizational performance in private hospitals.
The findings of this study will add to the body of knowledge by building a profound
foundation upon which other studies could be anchored on. | en_US |
