Vol. 9, Issue 1, Part A (2023)

The Hospital where the study was conducted is a quaternary healthcare centre – an IHH Healthcare Group Company – is a leading integrated healthcare services provider in India. It is one of the largest healthcare organizations in the country with 36 healthcare facilities (including projects under development), 4000 operational beds and over 400 diagnostics centers (including JVs). The objectives of the study are to check the various Health Checkup packages offered by a corporate hospital, to know the profile, pattern and repetition of the customers, to determine the factors affecting the relationship between the customers and hospital. This study will provide an insight into the hospital and steps being taken by them to improve their relationship with their guests/customers. From the study, one can infer the CRM strategy adopted by the hospital to attain customer retention, customer satisfaction and in turn, building brand image in the minds of the customers. The study is exploratory in nature. It is designed to identify the CRM which is used by the hospital and to study the importance of its while giving the health check up to the patients in a selected hospital.