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

Adoption of cloud computing in the health industry is an important strategy to improve the quality of health services and facilitate patient care and reduce hospital operating costs and an effective practice in improving the management of customer relationship. This study endeavored to investigate the effect of cloud computing adoption on CRM with the quality mediator role of healthcare services.

This study is correlation-descriptive type. The population included 306 staff of 6 training hospitals in Ahvaz, and it is descriptive and correlational in terms of data collection method. Data collection instrument was a standard questionnaire. Data analysis was performed using structural equation modeling technique.

The results showed that cloud computing adoption has a significant positive effect on CRM, and cloud computing adoption has a significant positive effect on Healthcare Services. Besides, the positive impact of Healthcare Services has a significant positive impact on CRM and cloud computing adoption was confirmed by the mediating role of Healthcare Services on Healthcare Services.

Adoption of cloud computing leads to the improvement of the quality of health care services in the teaching hospitals of Ahvaz. Through the use of cloud computing technology, hospitals can access information about each patient in order to facilitate more effective planning and quality presentation.