The impact of customer relationship management on improving internal processes, customer satisfaction and profitability (case study: the Branches of Esfahan Social Security Organization)

The aim of this study is identifying and modeling the most important internal and external organizational factors in successful implementation of customer relationship management system in the Social Security Organization and its impact on improving internal processes, customer satisfaction and profitability. The research statistical population included senior managers and experts of Esfahan Social Security Organization which 285 individuals of them were selected randomly as samples. A researcher-made questionnaire was used to collect the data that its credibility was confirmed with content (face) validity and reliability by Cronbach's alpha coefficient of 0.77. To analyze the data and to test research hypotheses, structural equation modeling approach and SPSS22 and AMOS22 softwares were used and the fitness criteria (e.g. CMIN/df = 3.21, CFI = .92, RMSEA = .069) confirmed the research model. The research finding identified the most important factors in implementation of customer relationship management and also indicated that the effective implementation of customer relationship management has a positive impact on improving internal processes of organization, its profitability and customer satisfaction.