SERVICE QUALITY AND CUSTOMER RELATIONSHIP MANAGEMENT INFLUENCE ON PATIENT LOYALTY: A STUDY ON PRIVATE HOSPITALS IN SHIMOGA DISTRICT (Pages 93-109) by Mr. Shiva kumara. K* and Dr. K.S. Sarala** in THE INTERNATIONAL MANAGER / ISSN: 2348-9413 (Online); 2348-9405 (Print)

The main purpose of this study is to find out the patients Perception of service quality and his satisfaction is being identified as an improvement issue in healthcare providers. Private Hospital Industry has currently been advanced and prolific rapidly along with the improvement of technology and medical science. Its circumstance prompts a strong effort to achieve and satisfy consumers in order that they become loyal ones. A common structured questionnaire was collected data from 100 participants were selected randomly those visit private hospitals in Shivamogga district. The collected data were analyzed through tables, percentage, graph, mean, standard deviation and chi-square. The result showed service quality positively and significantly influenced customer loyalty; Implementation Customer Relationship Management (CRM) mediated service quality influence on customer loyalty. When Customers of private hospital in Shivamogga felt the service quality met their expectation or more, they would be satisfied and loyal. Theoretically, the study is able to enhance and complement the realm of management science particularly concepts of CRM service, Customer Loyalty, and to be beneficial for academics and practitioners.The main purpose of this study is to find out the patients Perception of service quality and his satisfaction is being identified as an improvement issue in healthcare providers. Private Hospital Industry has currently been advanced and prolific rapidly along with the improvement of technology and medical science. Its circumstance prompts a strong effort to achieve and satisfy consumers in order that they become loyal ones. A common structured questionnaire was collected data from 100 participants were selected randomly those visit private hospitals in Shivamogga district. The collected data were analyzed through tables, percentage, graph, mean, standard deviation and chi-square. The result showed service quality positively and significantly influenced customer loyalty; Implementation Customer Relationship Management (CRM) mediated service quality influence on customer loyalty. When Customers of private hospital in Shivamogga felt the service quality met their expectation or more, they would be satisfied and loyal. Theoretically, the study is able to enhance and complement the realm of management science particularly concepts of CRM service, Customer Loyalty, and to be beneficial for academics and practitioners.Keywords: Customer Loyalty, CRM, Quality of Service, Satisfaction level