Abstract:
Purpose: The purpose of this study was to evaluate the influence of top leadership support on
customer relationship management in private hospitals in Kenya
Materials and Methods: The study adopted descriptive survey design. It targeted 161 private
hospitals which are accredited by NHIF in Kenya and which formed the unit of analysis of the
study. Simple random sampling was then be used to obtain the 644 respondents. The researcher
utilized a structured questionnaire with a five-point Likert scale to gather the data. The collected
data was coded and entered in SPSS for further analysis. Descriptive and inferential analysis was
conducted. Before inferential analysis was conducted, diagnostics tests were done.
Results: The study confirmed that there existed a statistically significant relationship between
top leadership support and customer relationship in Kenya, rejecting the null hypothesis and
supporting the alternative hypothesis that there is a positive relationship between top leadership
support and CRM. Top leadership explained 58.5% of CRM and this implies that if private
hospitals boost top leadership support like staff motivation, delegation of duties, mentorship and
coaching and strategic planning, staff morale would increase leading to high performance
Unique contribution to theory, practice and policy: The study recommends that top
leaders/management should support strategic policy process from formulation, development all
through to implementation to ensure effective application of CRM in their institutions.