RELATIONSHIP BUILDING WITH PUBLIC RELATIONS AND CUSTOMER RELATIONSHIP MANAGEMENT MECHANISM IN THE SUPER SPECIALTY PRIVATE HOSPITALS OF GUWAHATI

Abstract

Relations are vital for human beings; be it a personal relation or relation at professional level. Relationships help us to grow and foster. Relationships are important needs of individuals as well as of businesses. In the age of global competition, relationship building has become an important aspect of business houses. Businesses that can form a relation with its customer can go a long way in the path of success. With increase in the level of competition, it has become essential for business houses to build customer relationships based on trust and confidence.

It is not possible to build a relationship with a customer overnight. It requires detailed understanding of the needs and expectations of the customers. Thus, the role of Public Relations (PR) and Customer Relationship Management (CRM) is of vital importance in the process of relationship building.

The importance of relationship building in service marketing cannot be overemphasized. Services, being intangible, are difficult to sell. The sale of service largely depends on the degree of trust the buyer has on the service provider. Hence, it is essential for the seller to listen and understand the needs of the customer and build a strong and long lasting relationship with him.

This paper highlights on the importance of relationship building in hospitals, with special focus on the status of Public Relation and Customer Relationship Management in the Super specialty private hospitals of Guwahati