Goals of Customer Relationship Management in Hospitals based on the Customer Life Cycle: A systematic literature review

From a healthcare environment perspective, customer relationship management (CRM) is defined as an approach to managing patient relationships to build good relationships. To keep finances in balance, hospitals need to manage customer relationships. Much research on CRM has made significant progress in areas such as telecommunications, banking, and manufacturing, but research specific to the hospital environment is very limited. This systematic review aims to categorize, summarize, synthesize, and assess research on CRM in hospitals. This study uses a systematic literature review technique that starts by compiling research questions, the search process, study selection, conducting a review, analysis, synthesis, and reporting. The result of this research is a synthesis of 30 articles that were analyzed based on research goals and research approach. As much as 27% of CRM in the study was used for customer acquisition, 40% for customer retention, and 33% for customer conversion.