Factors Affecting Adoption of Customer Relationship Management System in Mashhad Hospitals

Nowadays Healthcare organizations، as business units، need high standard customer relationship management more than other industries. This study is conducted with an organizational perspective، in order to investigate factors affecting adoption of customer relationship management system in hospitals. This research utilizes descriptive survey research based on data collection method. The study population، which was conducted on 2012، includes all internal managers or head of hospitals and healthcare centers in Mashhad. The sample size was determined 51 hospitals Based on sampling formula. Data collection tool was questioner. Data were analyzed with descriptive and inferential statistics. Based on the findings، 12 hospitals (%23. 5) were receptive and 39 hospitals (%76. 5) were non-receptive. Innovation of senior executives، organization size، relative advantage، knowledge management capabilities، information system capabilities of staff and complexity have significant influence on customer relationship management system adoption، respectively. Given the important role of innovation of senior executives in customer relationship management system adoption in hospitals، government should create an active and supportive environment in order to encourage senior executives to adopt this system.