Customer Relationship Management, Marketing Mix and Intercultural Communication in Context of Private Hospitals and Medical Tourists

Main Article Content

Ungkana Siriboon
Rujira Rojjanaprapayon
Korbkul Jantarakolica


This academic article aims to review and discuss 1) customer relationship management 2) marketing mix and 3) intercultural communication in the context of private hospitals and medical tourists. In Thailand, the private hospitals are playing an important role in a healthcare service provider to provide its healthcare services to Thai and medical tourists. Currently, private hospital's management is duplicated especially to response of medical tourist’s need. The customer relationship management is used as a tool to integrate with people, process, and technology. Its purpose is raised the positive relationship with current and targeted clients. In addition, marketing mix applied, including service and product, price, place, promotion for specific groups, both internal and external of physical evidences management, all processes should be clarified upon the medical tourists registration until discharge, private hospital’s staff should be well understood in the context of intercultural communication with medical tourists. The private hospitals’ staff should be well trained, and all concerned sections involve to serve medical tourists also competent communication including self-attitude, values, attitudes, cultures, perceives communicative performances, and language proficiency. Upon implementation of customer relationship management, marketing mix and intercultural communication, the medical tourists should be satisfied and built up trust as per expectations. 

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How to Cite
Siriboon, U., Rojjanaprapayon, R., & Jantarakolica, K. (2022). Customer Relationship Management, Marketing Mix and Intercultural Communication in Context of Private Hospitals and Medical Tourists. Rajapark Journal, 16(48), 17–29. Retrieved from
Academic Articles


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