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

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.