Information Package / Course Catalogue
Customer Relationship Management in Healthcare Organizations
Course Code: STU520
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 6
Objectives of the Course

The aim of this course is to train our students as individuals who can design the management strategy of health enterprises in a customer-oriented manner, know the concepts of effective communication, customer value, customer loyalty, customer satisfaction, establish the connection between customer relationship management and the concept of quality, shape the production and marketing approach according to customer expectations, use the right information clearly and quickly, determine the location and timing of the technologies that should be used in the CRM process, solution-oriented, competent to follow and evaluate new developments.

Course Content

The concept of customer relations in health enterprises, customer behavior and satisfaction, customer acquisition and retention strategies, effective communication with customers, creating a customer satisfaction-oriented culture.

Name of Lecturer(s)
Prof. Pınar ALTIOK GÜREL
Learning Outcomes
1.Understanding the importance of the concept of customer in healthcare enterprises
2.Understanding customer satisfaction and loyalty strategies in healthcare enterprises
3.Understand the ways of effective communication with the customer in healthcare enterprises
4.To comprehend customer complaints and developing solutions for complaints in healthcare enterprises
5.Understanding the creation of a culture focused on customer satisfaction in healthcare enterprises
Recommended or Required Reading
1.Pınar Altıok Gürel., (2019)., “İşletmeler İçin Yeni Bir Stratejik Farkındalık: Sosyal Müşteri İlişkileri Yönetimi”., 17.Uluslararası Türk Dünyası Sosyal Bilimler Kongresi., 30 Ekim- 1 Kasım 2019., İstanbul-Türkiye., 17.Uluslararası Türk Dünyası Sosyal Bilimler Kongresi 30 Ekim- 1 Kasım 2019 İstanbul Türkiye Tam Metin Bildiri Kitabı., Editörler: Ahmet Vecdi Can - Onur Türkölmez., İstanbul 2019., ISBN: 978-975-498-259-6 içinde ss:275-284.
2.Pınar Altıok Gürel, (2021)., “Pazarlama 5.0 Anlayışının Yeni Pazarlama Stratejilerine Yansımaları: Müşteri Deneyimi Yoluyla Rekabet Avantajı Sağlamak”., içinde Ercan Oktay, Beyhan Beller Dikmen (Ed.) Dijital Dönüşümün Örgütsel Yansımaları (İşletme ve Kamu Yönetimi Açısından Farklı Değerlendirmeler)., IX. BÖLÜM., ss: 237-271., Necmettin Erbakan Üniversitesi Yayınları: 106., Baskı NEÜ Yayınları KTB. S. No: 48888., ISBN 978-625-7517-92-8., E-ISBN 978-625-7517-93-5., Yayın Tarihi: Aralık, 2021.
3.Pınar Altıok Gürel, (2021)., “EFQM Mükemmellik Modeli’nin Türkiye’de Sağlık Turizmi Alanında Yönetim Stratejisi Olarak Değerlendirilmesine Yönelik Bir Öneri”., içinde Aziz Bostan, Erhan Coşkun, Ayşe Arslan (Ed.) Turizmde Yeni Umut: Sağlık Turizmi., Cilt 2., Bölüm: 16., ss: 303-342., Takım ISBN: 978-605-254-410-5 (Tk)., Temmuz 2021., 1. Baskı., Detay Yayıncılık., Ankara.
4.Pınar Altıok Gürel, (2023)., “Turizm Girişimciliği Sürdürülebilir Rekabet Avantajı Sağlama Yönünde Yeni Fırsatlar Sunar Mı?” içinde Ülker Çolakoğlu, Ülker Can (Ed.) Turizmde Girişimcilik., Bölüm:11., ss: 157-178., ISBN: 978-605-254-729-8., Şubat 2023., (Kitabın Sayfa Sayısı: 188)., 1. Baskı., Detay Yayıncılık., Ankara.
5.Pınar Altıok Gürel., (2023)., “Müşteri İlişkileri Yönetimi Stratejilerinde Geleceğin Ön İzlemesi: Otonom Mağazalar/Preview The Future In Customer Relationship Management Strategies: Autonomous Stores”., 5. Uluslararası İstanbul Modern Bilimsel Araştırmalar Kongresi 9-11 Temmuz 2023, İstanbul., INTERNATIONAL ISTANBUL MODERN SCIENTIFIC RESEARCH CONGRESS–V., July, 9-11, 2023/İstanbul, TÜRKİYE., THE BOOK OF FULL TEXTS Edited By: Prof. Dr. Osman ERKMEN -Gulnaz GAFUROVA., ISBN: 978-625-367-198-3., Issued: 25.07.2023., içinde ss: 615-647.
6.Taşkın, Erdoğan., “Müşteri İlişkileri Eğitimi”, Papatya Yayıncılık, İstanbul.
7.Odabaşı, Yavuz., “Satış ve Pazarlamada Müşteri İlişkileri Yönetimi”, Sistem Yayıncılık, İstanbul.
8.Gültekin B., Kement Ü. (2018) Müşteri İlişkileri Yönetimi, Nobel Yayıncılık.
9.Yıldırım F., Panayırcı C. (2009) CRM Müşteri İlişkileri Yönetimi ve Pazarlama İletişim, Papatya Yayıncılık.
10.Baş M., Tolon M., Aktepe C. (2015) Müşteri İlişkileri Yönetimi, Detay Yayıncılık.
11.Çiçek E. (2017) Pazarlamada ve Rekabette Başarının Anahtarı Müşteri İlişkileri Yönetimi, Eğitim Yayınevi
12.Anderson,Kristin & Carol Kerr., “Customer Relationship Management”, Mc Groww Hill Proffessional, 2001,New York, USA.
13.Harvard Business Review on Customer Relationship Management, Harvard Business School Press., The Harvard Business Review paperback Series, 2001-2002., USA.
Weekly Detailed Course Contents
Week 1 - Theoretical
Course introduction and explanation of application and evaluation information to the student. Emphasizing the importance of the course within the curriculum and its interaction with other courses. Basic Elements of Customer Relations. The importance of customer relationship management in health care facilities.
Week 2 - Theoretical
Effective Communication and Customer-Focused Business Approach in Healthcare Businesses
Week 3 - Theoretical
The Importance of Customer Complaints in Healthcare Enterprises, the Concept of Service Compensation and the Customer Loyalty Ladder
Week 4 - Theoretical
Understanding the relationship between Customer Relationship Management and Total Quality Management and the importance of this relationship in terms of health tourism.
Week 5 - Theoretical
Associating the Total Quality Culture that should be provided in healthcare enterprises with Customer Relationship Management
Week 6 - Theoretical
New Developments in the Concept of Customer Relationship Management (CRM), Prominent Features, What Does a Health Tourism Business Gain When It Implements CRM?, Examination of Customer Retention Actions
Week 7 - Theoretical
Use of Technology in Customer Relationship Management in Healthcare Enterprises, Data Mining, Organizational Structure of CRM
Week 8 - Theoretical
Understanding the relationship between innovation and customer relationship management in healthcare businesses, harmonizing innovation processes with customer relationship management-centered processes such as marketing, sales, service, etc. (MIDTERM EXAM)
Week 9 - Theoretical
Future Leader and Manager, Future Organizational Forms and Their Relation to Customer Relationship Management Strategies in Healthcare Organizations
Week 10 - Theoretical
Elements that Form the Basic Infrastructure of Customer Relationship Management in Healthcare Enterprises, Customer Relationship Management CRM Process, Phases, Architecture, Strategy
Week 11 - Theoretical
Customer Relationship Management CRM Model in Healthcare Enterprises
Week 12 - Theoretical
The importance of the concept of Data-Based Marketing and Information Management for businesses operating in the field of health tourism and what needs to be done in this context within the framework of today's digital transformations.
Week 13 - Theoretical
Customer Relationship Management in Healthcare Businesses New Developments in the World Regarding CRM
Week 14 - Theoretical
Customer Relationship Management in Healthcare Organizations New Developments Related to CRM in Türkiye
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140342
Assignment143042
Term Project110212
Individual Work142028
Midterm Examination110111
Final Examination110111
TOTAL WORKLOAD (hours)146
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
OÇ-1
4
3
4
3
4
5
4
3
3
4
3
OÇ-2
3
4
4
3
4
3
4
4
3
4
3
OÇ-3
4
3
4
4
4
3
3
4
4
4
4
OÇ-4
3
4
4
3
3
4
3
4
4
4
3
OÇ-5
4
3
4
4
4
3
4
3
4
3
4
Adnan Menderes University - Information Package / Course Catalogue
2026