CRM Capability and Service Innovation in Healthcare: Evidence from India

This study aims to investigate the constituents of customer relationship management (CRM) capability that allows to exhibit customer service flexibility (CSF) and affects innovation in healthcare. In doing so, it qualitatively develops and identify the dimensions of CRM capability through a case study in a public healthcare setting in India and provides a framework of CRM, CSF, and service innovation. The findings of the study suggest that CSF is a mediating mechanism between CRM capability and service innovation which is long ignored in the healthcare literature. The study contributes to theory and practice-oriented knowledge on how the CRM capabilities can improve the public healthcare and facilitates key strategies for flexible deliveries and innovative services.