The Reltionship Between Customer Relationship Management and Organizational Performance Case Study- Nakasero Hospital Limited

Abstract

The major objective of this study was to establish the relationship between customer relationship management and organizational performance. The specific objectives are; to find out how after sales service systems relates to organizational performance, to establish the relationship between effective communication techniques and organizational performance, and to explore the relationship between information technological innovation and organizational performance

A case study design was used to conduct the study with a sample size of 44 respondents. The study used one data collection instrument which was questionnaires with open and closed ended questions.

The findings revealed that there is correlation between after sales service and organizational performance with a positive and significant relationship ((r = 0.115, p0.00), also indicated that there is a correlation between effective communication and organizational performance with a positive and significant relationship ((r = 0.357, p0.00), and revealed the study finally found out that there was a correlation between technological innovation with a positive and significant relationship ((r = 0.321*, p0.05). Hence, the study found that there is relationship and significant one between customer relationship management and organizational performance.

Ba sing on the findings of the study, the researcher recommends that that the organization should increase number of employees at all interaction points (call centers and service centers) to increase the response rate from employees and also to provide quick and participative services to their customers which improve organizational performance in the work place.

The organization should continue practicing of listening kindheartedly to customer queries and solve them immediately with experience and confident way and as well following up the customers in and around the hospital vicinities to check them up in consideration to the services received form the hospitals.

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