Factors Affecting Customer Relationship Management Perception: A Study of Jordnian Hospital Sector

The concept of Customer Relation ManagementSystem (CRMS) has engendered considerable interest in Jordan in recent years. While previous research on the relationship between external, organization and technology factors and CRMS perceptions has largely been based on international data, this paper reviews the relationship between the perception of external, organization and technology factors and CRMS perceptions in the Jordanian hospital. A total of 103 responses were received from a population that had already worked in Jordanian hospital. The partial least squares equation modeling was used as the approach to examine the proposed model. This study found a significant relationship between technology and organization factors and CRMS perception. The findings imply the need for hospital, particularly Amman and Irbid, to strategically leverage the effect of CRMS on hospital performance.

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