Integrating customer relationship management and organizational capabilities for hospital resilience: A framework for disaster preparedness and recovery

Enhancing hospital resilience is essential for mitigating the impact of crises, such as pandemics, on healthcare systems. This study investigates the strategic role of Customer Relationship Management (CRM) in strengthening hospital networks' organizational resilience. A conceptual framework was developed to explore the impact of CRM components—customer knowledge management and CRM-based technology—on critical organizational capabilities such as innovation, dynamism, and flexibility. The mediating roles of risk and crisis management in fostering resilience are also examined. Using a mixed-methods approach, qualitative data from expert interviews identified resilience dimensions, while quantitative data from 169 hospital staff members were analyzed using structural equation modeling (SEM). The findings highlight that CRM-based strategies significantly enhance resilience by promoting organizational adaptability and effective crisis management. This study provides actionable insights for healthcare managers to implement CRM technologies, advancing disaster preparedness, response, and recovery, and contributing to the implementation of the efficient framework for disaster risk reduction. • Introduces a CRM-based framework to enhance hospital resilience during crises. • Explores the role of innovation and flexibility in disaster preparedness and recovery. • Empirically validates CRM's impact on risk and crisis management in healthcare. • Proposes an efficient framework for disaster risk reduction. • Offers actionable insights to improve hospital adaptability and sustainable recovery.