Students’ attitude towards customer relationship management (CRM) in faculties of Hormozgan University of medical sciences

Background and Purpose of the Study: A key criterion of quality improvement and maintenance is attracting customers and retaining them. Higher education can best pave the way for educating, developing and providing the required human forces for an all-inclusive and comprehensive national progress. Therefore, the present research aimed to explore students’ attitude towards customer relationship management in the faculties of Hormozgan University of Medical Sciences in 2016.Materials and Methods: The present descriptive, analytical study had all students affiliated with the Nursing/Midwifery, Para medicine, Dentistry, Medicine and Health Education faculties of Banndar Abbas University as the research population. A sample was selected randomly from all the afore-mentioned faculties. The inclusion criterion was for the subjects to be affiliated with the target university and the exclusion criterion was incomplete or defective questionnaires. To collect the required data, a questionnaire which was developed by the present researchers was employed. Once collected, the data were analyzed using SPSS version 19.0 through descriptive statistics as well as inferential statistics including Chi-squared test and Pearson by-product correlation coefficient.Findings: The majority of subjects (n=178, 62.4%) perceived CRM as moderate/average. The majority of single students (n=143) and the married (n=35) perceived CRM as moderate/average. The correlation test revealed a direct but statistically insignificant correlation between age and CRM (r=.044) (p=.451). The chi-squared test results revealed a statistically significant correlation between the total rating of customer relationship management and the target faculty (p˂.001).Discussion and Conclusion: The majority of the students at different faculties perceived the current condition of customer relationship management as moderate/average. The total rating of CRM showed to be satisfactory. The Medicine faculty stood next to the Health Education faculty for the highest rating of the target variable

Keywords:

management , customer communication , faculty