The Relationship between Cloud Computing Adoption and Customer Relationship Management (CRM) with the Quality Mediator Role of Healthcare Services (Case Study: Educational Hospitals in Ahvaz, Iran)

Document Type : Original Article

Authors
Madineh Naderi 1
Mohsen Shafiei-Nikabadi 2
1 MSc Student, Industrial Management, Department of Management, School of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Associate Professor, Industrial Management, Department of Management, School of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
10.22122/him.v18i4.4365
Abstract
Introduction: Adoption of cloud computing in the health industry is an important strategy to improve the quality of health services, facilitate patient care, and reduce hospital operating costs and an effective practice in improving the customer relationship management (CRM). This study endeavored to investigate the effect of cloud computing adoption on CRM with the quality mediator role of healthcare services.Methods: This was a descriptive-correlational- study. The population included all the staff of 6 training hospitals in Ahvaz, Iran, which based on Morgan table and quota sampling, 306 people were selected. Sargolzaei Javan standard questionnaire for cloud computing adoption variable, Yaghoubi et al. questionnaire for CRM, and Parasuraman et al. questionnaire and Buyukozkan et al. questionnaire for evaluating the quality of healthcare services were used. The validity and reliability of the questionnaire were evaluated using experts’ evaluation and comments and Cronbach’s alpha coefficient.Results: Cloud computing adoption had a significant effect on quality of healthcare services. There was a significant relationship between cloud computing adoption and CRM, and between quality of healthcare services and CRM. Besides, the mediating role of healthcare service quality between cloud computing adoption and CRM was confirmed.Conclusion: Adoption of cloud computing has led to the improvement of the quality of healthcare services in the teaching hospitals of Ahvaz. Through the use of cloud computing technology, hospitals can access the information about each patient in order to facilitate more effective planning and better service delivery.

Keywords

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Health Information Management
Volume 18, Issue 4 - Serial Number 4
Autumn 2021
Pages 145-151