Citizen relationship management (CzRM): a case study in a portuguese public hospital

Authors

  • Ana Sofia Fortunato ISEG - Instituto Superior de Economia e Gestão
  • Cristiane Drebes Pedron ISEG - Instituto Superior de Economia e Gestão
  • Irene Rebelo Cardoso ISEG - Instituto Superior de Economia e Gestão

DOI:

https://doi.org/10.18316/858

Keywords:

Citizen, relationship, management, (CzRM), health information systems, case study

Abstract

The Citizen Relationship Management (CzRM) is a strategy of public organizations seeking to improve relationships with their citizens. This strategy is inspired by the initiatives of Customer Relationship Management (CRM) of pri­vate companies. For so values of relationship marketing are implemented in conjunction with a set of Information Systems (IS) that assist in the individualized treatment of citizens. This article examines how an IS can improve the relationship between a public hospital and its patients. The method used was the case study. This study took place in a large public Portuguese hospital that adopted a tool paper-free. Data collection was conducted through interviews, secondary document analysis and direct observation. The results demonstrate that the adoption of an IS, despite considerable resistance from employees, enhances internal organizational processes reducing the waiting time in service, resulting in an improvement of service quality and, consequently, in the increased satisfaction of patients.

Author Biographies

Ana Sofia Fortunato, ISEG - Instituto Superior de Economia e Gestão

Mestre em Marketing

Cristiane Drebes Pedron, ISEG - Instituto Superior de Economia e Gestão

Professora Auxiliar do Departamento de Gestão - Área: Sistemas de Informação

Irene Rebelo Cardoso, ISEG - Instituto Superior de Economia e Gestão

Investigadora na área de Sistemas de Informação na Saúde

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Published

2013-04-30

Issue

Vol. 2 No. 1 (2013)

Section

Articles

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