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Identification of Key Parameters Related to Design of Customer Relationship Management Structure for Health Tourism Facilitators in Iran: Case Study of Health Tourism Facilitators in Iran

Mardani Nejadjonaghani, Alireza | 2021

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 54779 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. Health Tourism Industry is an emerging and beneficial trend in Iran. This sector however, does not possess a long story in Iran, and therefore most of the facilitators and companies related to health tourism in Iran are SMEs. These small to medium size companies face different challenges in their process of growth. One of the major challenges is the problem of Customer Relationship Management. In order to manage relations with customers in a successful way, health tourism companies must have a comprehensive view of all needs and challenges related to customers, among their expectations, from the first contact between customer and company to the last moment of relationship. To design a useful and accurate CRM structure we need to find all challenges, needs and expectations of customers through every step of customer journey. In this research after reviewing the literature and gaining a complete understanding of challenges in the field of CRM for health tourism facilitators, and also studying different models related to the field of CRM for health tourism facilitators, we have chosen semi-structured in depth interview method as a qualitative approach to gather information from 7 Iranian health tourism facilitators and explore different aspects of customer relationship management and its challenges for these companies. Next, we used the framework method to analyze data and provide results. Our results show that the most important and key points and themes related to customer relationship management in Iranian health tourism facilitators include these 7 themes: 1) First contact with customers 2) Transformation of information between customers and health tourism facilitator 3) Informational challenges 4) Key points related to perceived service quality 5) Nationality and Culture 6) Monitoring and Control 7) Management of Stress
  9. Keywords:
  10. Relationship Marketing ; Health Care System ; Health Tourism ; Customer Relationship Management ; Health Tourism Facilitators

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