Paper Title
Application of Customer Relationship Management in Healthcare: Literature Review

Abstract
The transformation of the health service paradigm in the face of free market competition in the 4.0 era makes health service organizations hold important principles, namely customer orientation and creating value. One of the success factors of a customer-oriented organization is maintaining good relations with customers by developing customer relationship management (CRM). The purpose of this literature review is to identify the application of CRM in health care and related issues in the existing literature for further research. Sources of literature in this study came from online databases of journals that provide free journal articles in PDF format, such as Google Scholar, Pubmed, and Scopus indexed by Quartiles 1-3 Scopus. Of the 1028 articles identified in the search phase, seven articles were eligible for inclusion in this review. The article reveals that Customer Relationship Management (CRM) is a company strategy in managing relationships or relationships with customers to improve the best service and establish better long-term relationships with customers supported by customer data and company technology. If CRM is implemented properly and appropriately, it can improve the company's business performance, namely by increasing customer satisfaction, and ultimately will lead to customer loyalty. CRM in healthcare can act as an integrated solution that serves or connects doctors, nurses, and other administrative staff while also serving patients, providing easy access to all medical histories and records while increasing patient knowledge. Keywords - Customer Relationship Management.