Patient Relationship Management as a Strategic Capability for Economic Sustainability in Ayurvedic Clinics: A Conceptual Framework

Abstract

This study examined how Patient Relationship Management contributed to the economic sustainability of independent Ayurvedic clinics operating under resource constraints. A conceptual research design was adopted, focusing on independent Ayurvedic clinics as the setting and using theoretical literature as the basis for analysis rather than an empirical sample. The analysis synthesized Relationship Marketing Theory, the Resource-Based View, Service-Dominant Logic, healthcare service quality literature, and Ayurveda-related healthcare studies to develop a conceptual model and propositions linking Patient Relationship Management with sustainability outcomes. The analysis indicated that relationship-oriented practices, including trust-building, personalized communication, responsiveness, continuity of care, and patient engagement, strengthened patient satisfaction and patient retention. Higher retention was further associated with repeat consultations, referral-driven patient acquisition, and greater revenue stability, indicating a positive pathway toward economic sustainability. The study contributed theoretically by extending customer relationship management thinking to traditional, resource-constrained healthcare and by positioning relationship capital as a strategic capability and potential source of sustainable competitive advantage. Practically, the framework provides guidance for independent Ayurvedic clinics to strengthen patient relationships and improve long-term economic sustainability through relationship-centred managerial practices.