Abstract
Background: Community pharmacies are increasingly adopting cross-functional Customer Relationship Management (CRM) systems to bridge the gap between business efficiency and patient-centered care. This study aims to evaluate how integrated CRM implementation influences perceived service quality and patient loyalty in the retail pharmacy sector. Methods: A cross-sectional study was conducted across 10 community pharmacies. Data were collected from pharmacy patients (n=250) and managers (n=40). CRM implementation was assessed through management reporting on channel integration and data centralization. Patient perceptions were measured using an adapted SERVQUAL scale and loyalty instruments. Correlation and regression analyses were used to examine the relationships between CRM adoption, service quality, and loyalty. Results: Pharmacies with high levels of cross-functional CRM integration demonstrated significantly higher service quality scores compared to those with low integration (mean 4.21 vs. 3.62, p < 0.001). Regression analysis confirmed that service quality acts as a significant mediator between CRM implementation and patient loyalty. Key CRM features, such as personalized communication and centralized medication history, were positively associated with improved patient engagement and self-reported adherence. Conclusions: The integration of cross-functional CRM systems is a vital strategy for modern pharmacies to enhance the patient experience. Beyond commercial benefits, these systems support clinical goals by improving pharmacovigilance and patient-pharmacist interaction. Pharmacies should view CRM not merely as a marketing tool but as a core component of patient care management.