ABSTRACT
This chapter deepens our understanding of customer relationship management techniques and practices in healthcare, with particular interest in outlining strategies to be adopted by healthcare providers to enhance customer participation and improve customer satisfaction, experience, and loyalty. The chapter brings to light the changing roles of the healthcare customer and discusses how care should be delivered to promote customer loyalty. We argue that healthcare systems should consider and recognize the co-creative role of the customer, which should be promoted through patient empowerment programmes.
