Strategic and Operational Profit Increase Structural Model for Social CRM in Hospitals

The rapid development of technology and social media requires companies to innovate in CRM management. The result of innovation from CRM with social media integration is also called Social CRM. The implementation of Social CRM is carried out to increase Strategic and Operational benefits obtained from using CRM. However, only a few studies explain the relationship between Social CRM and hospitals. That is why model analysis research is needed to help hospitals determine the Social CRM factors influencing the Strategic and Operational advantages of using Social CRM. At the same time, this study can be used to generate a recommendation to improve the operational and strategic benefits received from implementing Social CRM. This study describes a conceptual model to assess the relationship between social CRM implementation factors and Strategic and Operational Benefits. That way, the hospital can find out the relationship between the variables. The results showed there are eight variables, seven hypotheses, and 32 indicators that hospitals can use as a reference for increasing Strategic and Operational Benefits from using social CRM. Other studies can use these model elaboration steps to implement a conceptual model into a Structural model.