The role of digital marketing tools in developing customer relationship management (CRM) in private healthcare institutions in Algeria.

Abstract

Many institutions seek to introduce new methods and technologies in the management of their activities and operations. So, they started implementing technology to invest it, particularly in private healthcare institutions. the purpose of this study is, therefore, to identify the most important digital technologies used by private healthcare institutions in Algeria and show how they help to enhance the relationship with the customer (patients), improve their experience, and boost reliability. A questionnaire was developed based on exploratory interviews with three private institutions: Wardat Al-Rimal – Laghouat, El Wifaq – Djelfa, and El Hilal – Algiers, and distributed on the study sample (customers of private healthcare institutions). After collecting and sorting the data, we obtained a sample of 150 individuals, which was processed using the SPSS statistical analysis programme. The results proved a significant effect of using digital marketing tools (social media, mobile phone, email) in developing customer relationship management CRM