Customer Retention Through Relationship Marketing in Health Care Delivery in Ghana; a Study of Kwame Nkrumah University of Science and Technology Hospital, Kumasi

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Quality health care is crucial for the development of every community. Formerly, health care delivery for student was the sole responsibility of the KNUST hospital. With the introduction of the National Health Insurance Scheme (NHIS), the Hospital has been accredited by the National Health Insurance Council to provide service and in this regard, almost all staff and students have been registered and are therefore, required to use their NHIS cards anytime they visit the Hospital. The study sets out to achieve the following objectives: to examine the relationship between the hospital and students, to evaluate the major customer care strategies adopted by the hospital, to find out the correlation between customer satisfaction and 4 customer retention and to recommend key success factors for customer retention in health delivery. Students were selected according to colleges, using quota sampling technique. Questionnaires were designed for both students and management, together with structured interview to clarify issues. The study revealed that service quality, staff relationship with students and level of satisfaction of students, which are the basis for relationship marketing and customer retention were perceived to be poor. Students' attendance at the hospital however was very good as stated by management. That is there is a negative correlation between them. The implication is that not only quality service, good relationship and satisfaction can lead to customer retention in the health care industry, but also proximity.  
A Thesis Submitted to the School of Business, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master Of Business Administration, 2008