Investigating the Impact of Customer Relationship Management on the Supply Chain Based on the Mediating Role of Information Technology (Case Study: Supply of Medicine in Military Hospitals of Iran)

By improving the level of trust in supply chain management, customer care is improved and mutually improving customer care will in turn lead to increased trust in supply chain management. Therefore, different aspects of customer relationship management and supply chain management affect and promote each other. Meanwhile, information technology plays an important role as a facilitator. The purpose of this study is to examine the effect of customer relationship management on the supply chain considering the mediating role of information technology (case study: supply of medicine in Iran).
This research is a correlational, survey and applied study. The statistical population includes experts and pharmacists, pharmaceutical companies and experts working in the pharmacy of military hospitals, of which 140 were selected by a simple random sampling method, and were evaluated using a researcher-made questionnaire. The researcher-made questionnaire consists of three parts with 27 items and a Likert scale (5 = very large to 1 = very small), respectively. The data were analyzed using SPSS-18 software and LIZREL8 software, and the fitness indices of the model were calculated.
The results indicated that not only customer relationship management has a direct impact on the supply chain, but also the full intermediary effect of information technology is also confirmed. There is also a positive and significant relationship between customer relationship management and supply chain management, customer relationship management and IT, IT and supply chain (P> 0.05).
Military hospital pharmacies can achieve a competitive advantage by integrating a systematic supply chain based on the use of new technologies in the context of information security, and develop and maintain long-term relationships with stakeholders.