Designing and Developing the Model for CRM System Measurement and Evaluation in Product Supply Chain

Since, the sciences of information and communication technology has changed & evolved, so topic of "customer relationship management" has become more common among current businesses aiming to return to personal marketing time. Moreover, CRM states that different customers want different products, so instead of mass marketing, a separate relationship should be created for each customer to introduce product. Present study aims to provide a model and investigate its framework for evaluating customer relationship management system in order to effectively manage customer relationships, because it is not properly managed when every organizational concept is not investigated. Methodology of present study, in terms of research's strategy or design, is "exploratory sequential mixed methods, tool development model". Statistical population of present study in two states; primary and secondary includes managers and experts of pharmaceutical distribution companies located in Tehran & people in both samples were selected using non-random convenience sampling method. Results of present study explain that there is a significant and meaningful correlation between all dimensions of customer relationship