The Effect of Customer Relationship Management (CRM) Capabilities on Marketing Performance in Hospital Business in the COVID-19 Pandemic

Abstract

This study aims to analyze the effect of customer orientation on CRM capabilities; analyze the influence of customer centric organizational systems on CRM capabilities; analyze the effect of CRM technology on CRM capabilities; analyze the effect of CRM capabilities on marketing performance in the Covid-19 pandemic. Samples in this study are 30 of type C and type D hospitals which is in collaboration with BPJS Kesehatan in Malang Raya region with 3 research subjects (marketing team, marketing manager, and top management) from each hospital so that the number of respondents are 90 people. The sampling technique in this study uses saturation sampling. The data analysis technique uses Partial Least Squares. The research results conclude that customer orientation has a positive and significant effect on CRM capabilities; customer centric organizational system has a positive and significant effect on CRM capabilities; CRM technology has a positive and significant effect on CRM capabilities; CRM capabilities have a positive and significant effect on marketing performance.