Investigating the impact of supply chain management on customer relationship management and product marketing

Economic Annals-XXI: Volume 210, Issue (7-8), Pages: 35-39

Citation information
Hari, A. H. Alzubaidi, L. H., Burkhanov, A., Khotamov, A., & Khamdamov, Sh.-J. (2024). Investigating the impact of supply chain management on customer relationship management and product marketing. Economic Annals-XXI, 211(9-10), 35-39. doi: https://doi.org/10.21003/ea.V211-05

Abdul Hadi Hari
PhD (Management),
Faculty of Economics and Psychology,
Universitas Widya Dharma
Klaten, Jawa Tengah, 57438, Indonesia
abdulpringgolayan66@gmail.com
ORCID ID: https://orcid.org/0009-0000-6942-6825

Layth Hussein Alzubaidi
MSc (Technical Engineering),
College of Technical Engineering, Islamic University
2976+72M, Najaf, Iraq;
College of Technical Engineering, Islamic University of Al Diwaniyah
XWP6+J7F, Al Diwaniyah, Iraq;
College of Technical Engineering, Islamic University of Babylon
Babylon, 51002, Iraq
laith.h.alzubaidi@gmail.com
ORCID ID: https://orcid.org/0009-0004-4685-0729

Aktam Burkhanov
D.Sc. (Economics), Professor,
Department of Economics,
Alfraganus University
Yukori Karakamish Str., Tashkent, 100190, Uzbekistan
burkhanovaktam@gmail.com
ORCID ID: https://orcid.org/0000-0003-0108-8852

Alisher Khotamov
PhD (Economics),
Associate Professor of the Department Audit,
Tashkent State University of Economics
49 Islam Karimov Str., Tashkent, 100066, Uzbekistan
a.xotamov@tsue.uz
ORCID ID: https://orcid.org/0009-0002-6769-0272

Shoh-Jakhon Khamdamov
PhD (Economics),
Associate Professor,
Mamun University
989Q+6V, Khiva, Xorazm Region, 220900, Uzbekistan
xamdamov_shohjaxon@mamunedu.uz
ORCID ID: https://orcid.org/0000-0002-0802-8599

Investigating the impact of supply chain management on customer relationship management and product marketing

Abstract. The present study seeks to find the mutual effect of supply chain management (SCM) and customer relationship management (CRM) in a commercial company on the level of marketing and sales. In order to answer the research questions and also to achieve the research objectives, after reviewing the research literature and finding different dimensions of SCM and CRM variables, the research design and method were determined. After operational definitions and creating a questionnaire to measure the dimensions of the aforementioned variables, 220 employees from different agricultural product manufacturing companies were selected and a questionnaire was presented to them in the period of 2023-2024. Using structural equation modeling (LISREL), various structural models were implemented until the best structural model was selected from among the implemented models. After implementing the model, the final research model that had better fit indices than other models was selected. The results obtained show that all the described variables and the relationships between them are direct, and by strengthening and optimizing each of them, the other variable is mutually improved. By increasing the level of trust in SCM, customer retention and care are improved, and also, conversely, improving customer care leads to increased trust in SCM and marketing. Hence, the different dimensions of CRM and SCM synergistically influence and reinforce each other. Also, a positive and significant link of CRM, SCM, and marketing (P > 0.05) was found in our study.

Keywords: Supply Chain Management; SCM; CRM; Customer Relationship Management; Production; Marketing; Online Shopping

JEL Classifications: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.

DOI: https://doi.org/10.21003/ea.V211-05

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Received 25.05.2024
Received in revised form 19.06.2024
Accepted 26.06.2024
Available online 25.10.2024