The Joyful Interaction Management Strategy to Beautify the Relationship with the Customer an Exploratory Study in Some Basra Hospitals

Hani Fadhil Jumaah Al-Shawi


The current research directed towards testing a model designed by the researcher to reveal the extent of the possibility of beautifying medical procedures in hospitals from the perspective of relationship management or the joyful interaction with the customer, by focusing on the procedural dimension of the specialized human and professional interaction between the health service provider and its recipient, and conducting an administrative beautification process to get rid of the distortions of medical qualities in dealing For health care providers in local hospitals. The proposed model, which the researcher tried to test in the field of practicing medicine, with a focus on the College of Medicine in Basra, revolves around three main variables:

The care of the departments or deanships of medical colleges in Iraq with the customer and the need to go towards him, and work on creating a broad (R) relationship that focuses on the customer’s value and happiness and meeting his needs, and embracing health activities in a way that meets the customer’s desires (C) whether they are actual or potential and mixing these concepts The three (mix). Through a survey of the opinions of people specialized in health performance and other parties related to the research to try to beautify the deformities that occurred in the health performance with a questionnaire prepared by the researcher and distributed to (120) individuals with a variety of assortment to represent a random sample of doctors, workers and students practicing the medical profession, trainees and their supervisors, and at a rate of (20) A form for each of the six Basra hospitals (Basra General Hospital, Basra Maternity and Children Hospital.

Ibn Ghazwan, Shifa General Hospital, Al-Sadr Teaching Hospital, Al-Tahrir General Hospital, Al-Fayhaa General Hospital) in which practical lessons are applied and medical cases conducted by the College of Medicine for its students, which are factories of health and medical information and an effective field. For scientific and practical application and observations, with a response rate of (66%), the research concluded, after conducting the statistical analysis process through data processing with the statistical spss program, that the surveyed organizations’ interest in the variables of the proposed model was less than the level required to rise to the trend in applying the concepts of the customer relationship management strategy Similar to the trends of health organizations in the developed world. The research recommended that the administrative authorities in the education corridors that provide the service of science and medical and health knowledge in Iraq must adopt the concept of relationship management with the customer and the recognition that the customer is the focus of the desired success and its role is very important for the educational health organization, which is the basis of information that constitutes the building block of education, and does not determine its activities from Without considering the customer as a source on which to draw its future directions.

Therefore, this research was divided into four aspects, the first concerned, with the conceptual approach, the second concerned with the methodological aspect while the third was devoted to the applied aspect, and we concluded with the fourth aspect, under which the conclusions and recommendations reached by the research.

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Business and Management Studies     ISSN 2374-5916 (Print)     ISSN 2374-5924 (Online)

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