Impact of Customer Relationship Management on Brand Equity: Private Hospitals in Jaffna

Abstract

The primary aim of the study is to find out the impact of customer relationship management on brand equity private hospitals in Jaffna city, Sri Lanka. The study was carried out independent sample t- test, one way ANOVA (f- test) and multiple regressions to test the operational hypotheses. The survey method used in this study is a questionnaire and a total of 127 usable responses were obtained using convenience sampling technique. Finding reveled that, Customer relationship management has impact on brand equity, and there is a significant mean different in brand equity between male and female consumers. Further the researcher suggested that, private hospitals administration bodies should have to acquire skills and knowledgeable employees in the hospitals, of action plans, providing quality of services based on humanity, and consider the organizational structure. This study would hopefully benefit to the new business makers of Jaffna as well as Sri Lanka.

Key words: Brand Equity and Customer Relationship Management.