The Association between Communication, Customer Relationship Management and Organisational Performance: Evidence from the Saudi Arabia Hospitals

Abstract

This research aims to examine the influence of the communication, customer relationship management on organisational performance among Saudi Arabia Hospitals. Furthermore, to exam the study model, the survey questionnaire was used to collect data 154 hospitals randomly chosen from 259 government hospitals in Saudi Arabia. For data analysis, the Partial Least Squares (PLS) structural equation modeling was used.  In addition, this study found a positive and significant association between communication, customer relationship management, and organisational performance. Ultimately, this study offers some limitations and suggestions for future researchers.