Özet:

The aim of this study is to evaluate from the patient perspective the practice of customer relations management aimed at ensuring the quality of service and customer satisfaction at the University of Sivas Republic Health Services Application and Research Hospital (SCÜH). The general scan model was used to obtain the research data. The necessary ethical council and institution permits were obtained before the research. Customer Relationship Management approach is one of the main marketing strategies that will be implemented towards customers that will place the customer in the focus of the business and aim to go beyond customer satisfaction and provide value to the customer. The "Customer Relationship Management Perception Scale" was developed by Agariya and Singh (2013) to assess patients' customer relationship management perceptions and adapted by researchers to Turkish. According to the data obtained from the study, the Cronbach Alfa ratio of the customer relationship management perception scale was 0.92. The study consists of 390 patients. The survey respondents’ perception average on customer relations management practices has risen to a medium level, and the hospital has to work more at this point. The participants' perception average was statistically meaningful according to the civic state, age, type of insurance, while it was found meaningless according to gender, level of education and employment.

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