The impact of customer-centric business strategies on customer relationship management: pharmaceutical field-force perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Azeem ◽  
Sania Aziz ◽  
Jawad Shahid ◽  
Aamir Hayat ◽  
Munir Ahmed ◽  
...  
Keyword(s):  
Customer Relationship Management ◽  
Structural Equation ◽  
Relationship Management ◽  
Sampling Technique ◽  
Customer Relationship ◽  
Business Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Field Force ◽  
The Impact

Purpose In a modern business scenario, firms have implemented customer-centric approaches to enable customer relationship management (CRM) to trigger business excellence. Business strategies are modernizing business marketing operations that mainly focused on the retention of profitable customers. The purpose of this study is to empirically investigate the impact of marketing strategies (MS), information technology support (IT-S) and knowledge sharing (KS) in the effect of CRM in the pharmaceutical sector of Punjab, Pakistan. Design/methodology/approach Data were collected from the field force of national and international pharmaceuticals companies (N = 263) through a convenience sampling technique. Partial least squares structural equation modeling was used to examine data in SmartPLS 3.2.6. Findings The results indicated that IT-S and KS mediate the relationship between MS and CRM. More specifically, MS positively develops CRM through IT-S and KS. Originality/value This research contributes to the existing literature of pharmaceuticals by disclosing the field-force (medical representatives) specific role in developing CRM performance between pharmaceuticals firms and health-care physicians that are mainly based on knowledge advancement and influence these firms to adopt customer-centric business approaches to gain a competitive advantage to drive firm profitability.

Impact of customers' interpersonal interactions in social commerce on customer relationship management performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md Shamim Hossain ◽  
Mst Farjana Rahman ◽  
Xiaoyan Zhou
Keyword(s):  
Customer Relationship Management ◽  
Structural Equation ◽  
Relationship Management ◽  
Customer Relationship ◽  
Primary Data ◽  
Equation Modeling ◽  
Interpersonal Interactions ◽  
Social Commerce ◽  
Content Type ◽  
The Impact

PurposeSocial commerce is a subpart of electronic commerce (e-commerce), where social media is forced to support user contributions. The purpose of this study is to measure the impact of customers' interpersonal interactions in social commerce on customer relationship management (CRM) performance, based on the flow, commitment-trust and stimulus–organism–response (SOR) theories.Design/methodology/approachOn the basis of the SOR framework, the authors developed a study model to determine the impact on CRM performance of customers' interpersonal interactions in social commerce. The primary data of the study were collected from 640 users of social commerce through a web questionnaire during the COVID-19 (coronavirus disease 2019) pandemic situation, and the authors tested the study model using the approach of covariance-based structural equation modeling (SEM).FindingsResults of the current study reveal that customers' interpersonal interactions in social commerce optimistically influence their perceived flow. Moreover, perceived flow absolutely controls users' trust and CRM performance. In turn, collective users' trust positively influences users' commitment and CRM performance. Finally, collective users' commitment absolutely influences the performance of CRM.Practical implicationsThe authors provide a valuable contribution to the theoretical field of online marketing and CRM. Besides, the findings of this study are relevant for marketers to know the issues for increasing customer trust, commitment and performance of CRM.Originality/valueThe current study develops a model based on the flow, commitment-trust and stimulus–organism–response (SOR) theories. The authors' research is the first to estimate the effect of customers' interpersonal interactions in social commerce on CRM performance.

Knowledge management, customer relationship management and innovation capabilities

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahmoud M. Migdadi
Keyword(s):  
Knowledge Management ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Relationship Management ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Unified Framework ◽  
Cross Sectional ◽  
Content Type ◽  
The Impact

Purpose The purpose of this study is to introduce a unified framework, which integrates knowledge management (KM) (knowledge acquisition, diffusion and application, knowledge from a customer, knowledge about customers and knowledge for customers), customer relationship management (CRM) success (information sharing, customer involvement, long-term partnership, joint-problem solving and technology-based CRM) and innovation capabilities (ICs) (product innovation, process innovation, marketing innovation, service innovation and administrative innovation). Then empirically test the effect of KM on CRM success, the effect of CRM success on IC and the impact of KM on IC through the mediator. Design/methodology/approach Statistical techniques used included confirmatory factor analysis and structural equation modeling using AMOS to test the hypotheses. Findings The results show that KM influences CRM success, which, in turn, affects IC and KM impacts IC through CRM success. Research limitations/implications The study uses data provided by only one key informant per firm, which could involve a degree of subjectivity. This study is cross-sectional, which prevents us from examining the evolution over time of the phenomenon under investigation. Practical implications If organizations fully comprehend KM and CRM, they would be able to implement them successfully, creating value for their companies and fostering IC. Originality/value The existing research on CRM and KM is primarily conceptual and descriptive in nature and empirical research confirming the real impact of KM processes when developing a CRM innovation is lacking. The relationship between ICs and CRM has not been adequately studied. Hence, this study introduces a conceptual framework, which integrates KM, CRM, ICs and empirically tests the relationships among them.

scholarly journals ANALISIS CUSTOMER RELATIONSHIP MANAGEMENT DAN SERVICE QUALITY TERHADAP CUSTOMER VALUE MELALUI CUSTOMER SATISFACTION PADA BANK PEMERINTAH DI SURABAYA

2010 ◽  
Vol 6 (3) ◽  
Author(s):  
A.M. Kusnadi
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Structural Equation ◽  
Relationship Management ◽  
Sampling Technique ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Minimum Criteria

The aim of this study was to know and analyze : (1) Influence of customer relationship management  on Customer Satisfaction, (2) Influence of customer management on Customer Value , (3) Influence of service quality on Customer Satisfaction , (4) Influence of service quality on customer value, (5) Influence of Customer Satisfaction  on Customer Value , (6) Influences of customer relationship management  and service quality on Customer Value  through Customer Satisfaction, (7) Influence of customer relationship management  on Customer Value  through Customer Satisfaction , (8) Influence of service quality on customer value through customer satisfaction, (9) Influence of service quality  on customer relationship management .            The population in this study involved all customers of  current account, saving, and time deposit in Surabaya, with minimum criteria of 3 (three) months being  customers. Accidental sampling technique was used in this research and 400 customers were obtained. Structural equation modeling (SEM) was used  as analysis technique  by using AMOS 4.01 software.            The result of this study showed that customer analysis management and service quality provided significant influences on customer value through Customer Satisfaction in state banks in Surabaya  Keywords:  Customer    relationship    management,    service    quality,    Customer Satisfaction ,  value.

Key factors for a successful implementation of a customer relationship management technology in the Tunisian hotel sector

2015 ◽  
Vol 6 (3) ◽  
pp. 271-287 ◽  
Author(s):  
Nedra Bahri-Ammari ◽  
Khaldoon Nusair
Keyword(s):  
Organizational Culture ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Relationship Management ◽  
Sales Force ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Successful Implementation ◽  
Content Type ◽  
Managerial System

Purpose – This study aims to show the contribution of the determinants of customer relationship management (CRM), namely, customer-centric organizational culture and customer-centric management system, in explaining CRM performance. The moderating role of employee support has also been examined. Design/methodology/approach – A questionnaire was administered to 406 CRM users in 15 four- and five-star hotels in Tunisia. Data were analyzed using structural equation modeling. Findings – The results show that a consumer-centric managerial system positively affects CRM technology. Managerial system contributes to have an efficient CRM technology implemented that provides sales force with customer information, competitor information, leads for cross-sell/up-sell opportunities, tracks product availability and measures customer loyalty. These dimensions are negatively affected by a consumer-centric organizational culture. CRM technology once implemented with an adapted consumer-centric vision will enhance the CRM performance. Moreover, the use of CRM technology by employees leads to higher performance. CRM performance can improve when different CRM components are used and supported by employee. Exchange of relevant information that provides technology can improve in regaining lost customers, in acquiring customers and in improving the total return per customer and reducing customer migration. Practical implications – The findings help managers to consider adopting a customer-oriented CRM strategy that considers all the variables that may affect the performance of this technology (initiation, maintenance and retention). Companies will be able to reconsider some notions related to CRM strategies: restructuring the human factor, disseminating information, changing hotel culture and training of users. Originality/value – This study is the first to explain CRM performance in Tunisian hotels. It helps to highlight the importance of the visitors’ behavior in hotels, which explains, among other things, the difficulty of maintaining long-lasting relationship with hotel guests, despite a good system management and a good customer-centric culture.

scholarly journals ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) INFLUENCE ON SATISFACTION AND ITS IMPACT ON CONSUMER LOYALTY OF PT. RAHARJA DUTA SOLUSINDO

2020 ◽  
Vol 1 (4) ◽  
pp. 437-447
Author(s):  
Ratih Dewi Sumantri ◽  
Moch. Mukti Ali ◽  
Arissetyanto Nugroho
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Survey Methods ◽  
Relationship Management ◽  
Sampling Technique ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Relationship Of

The purpose of this study was to study the Analysis of the Influence of Customer Relationship Management  (CRM) on Satisfaction and Its Impact on Customer Loyalty of PT. Raharja Duta Solusindo by measuring indicators that influence the Customer Relationship Management (CRM) variable, Customer Satisfaction and Loyalty. This research uses descriptive research design using survey methods. Sampling uses certain criteria where respondents have attended at least 1 training at PT. Raharja Duta Solusindo as a sampling technique. This study discusses using structural equation modeling (SEM) - Lisrel to discuss the significance of the relationship of the overall model and predetermined pathway. The findings show that the variable Customer Relationship Management (CRM) shows a positive and significant impact on Satisfaction, Customer Relationship Management (CRM) has a positive and significant effect on Customer Loyalty and customer satisfaction shows positive and significant impact on customer loyalty.

How platforms are transforming customer information management

2017 ◽  
Vol 30 (3) ◽  
pp. 216-235 ◽  
Author(s):  
Merlin Stone ◽  
Eleni Aravopoulou ◽  
Gherardo Gerardi ◽  
Emanuela Todeva ◽  
Luisa Weinzierl ◽  
...  
Keyword(s):  
Information Management ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Teaching Experience ◽  
Customer Relationship ◽  
Business Strategies ◽  
Content Type ◽  
Customer Information ◽  
Research And Teaching ◽  
The Impact

Purpose The purpose of this paper is to explain how ecosystems and platforms have evolved to manage customer information and to identify the management, research and teaching implications of this evolution. Design/methodology/approach This paper is based on research and industrial experience of two of the co-authors in customer relationship management, further developed with other co-authors in the field of business models, the research and teaching experience of the university authors and cross-functional literature reviews in the areas of strategy, marketing, economics, organizational behaviour and information management. Findings This paper shows that digitalization, cloud computing and new information-based platforms are beginning to change how customer information is being managed, creating new opportunities for improving marketing, customer relationship management and business strategy. Research limitations/implications The impact of platforms on the management of customer information needs to be confirmed by primary empirical research. Practical implications This paper identifies the need for senior marketing management to examine closely how internal and external/public customer information platforms may enhance their capability for managing customers and setting new strategic directions. Social implications The emergence of giant multi-sided platforms has clear implications for data protection and privacy, which need to be explored more in research. Originality/value This paper highlights the move to customer information platforms and identifies how senior managers should consider them as an option for better customer information management and as a basis for new business strategies.

scholarly journals Can Customer Relationship Management Create Customer Agility and Superior Firms’ Performance?

2021 ◽  
Vol 22 (1) ◽  
pp. 175-193
Author(s):  
Vu Minh Ngo ◽  
Hieu Minh Vu
Keyword(s):  
Financial Performance ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Relationship Management ◽  
Tourism Industry ◽  
Partial Least Square ◽  
Least Square ◽  
Customer Relationship ◽  
Equation Modeling

The growing importance of Customer relationship management (CRM) and agility in any business are universally accepted and extensively investigated in different disciplines. However, lacking empirical evidence for the suggested theoretical framework of agility and their interrelationships with CRM and superior’s financial performance hinders its application in the practices. Thus, this study attempted to address this issue by drawing on the Resource-Advantage theory of sustainable competitive advantages to examine a mechanism through which CRM implementation can generate sustainable competitive and achieve superior financial performance using the Vietnamese tourism industry context. The framework was tested on data collected from 231 Small and Medium Enterprises (SMEs) using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings suggested that different types of CRM processes do not equally influence customer agility, and not all attributes of customer agility exert positive impacts on firms’ performance as well. Also, CRM performance measurement systems were found to moderate these effects positively and substantially. Several practical implications were also derived from the research findings.

Customer relationship management

2016 ◽  
Vol 34 (3) ◽  
pp. 388-410 ◽  
Author(s):  
Suhail Ahmad Bhat ◽  
Mushtaq Ahmad Darzi
Keyword(s):  
Factor Analysis ◽  
Competitive Advantage ◽  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Relationship Management ◽  
Retail Banking ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Customer Knowledge ◽  
Content Type

Purpose – The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions (complaint resolution, customer knowledge, customer empowerment and customer orientation) on customer loyalty and competitive advantage of a bank. The study also explores the mediating role of customer loyalty in the relationship between CRM and competitive advantage in retail banking. Design/methodology/approach – The research is based on a theoretical model which consists of four CRM dimensions and two exogenous variables. These have been used for establishing the hypotheses to analyze relationships between the variables constituting the CRM model. The data have been collected from 278 customers of a private bank. The data were analyzed using structural equation modeling (SEM). The scale was developed and purified through factor analysis (exploratory and confirmatory factor analysis). SEM was then used to examine the causal relationships and “model fit” of the proposed model. Findings – The results provide evidence that the four CRM dimensions have a positive effect on customer loyalty and competitive advantage of the bank. Among the CRM dimensions, customer knowledge is most influential of all the dimensions. Furthermore, customer loyalty acts as the mediator in the CRM model between CRM and competitive advantage. Research limitations/implications – Since, the study involved a single bank and therefore the results should be generalized cautiously. Only four CRM variables were included in the study; additional variables can be introduced in further studies involving different contexts. Practical implications – The study highlights and supports the need for mangers to devote additional resources toward developing a better CRM system. Therefore, mangers need to think beyond the technological aspects and should focus on these four dimensions, especially customer knowledge, to enhance the loyalty and competitiveness. Originality/value – The paper investigated hitherto unexplored relationships between customer-centric CRM dimensions instrumental in providing competitive advantage to a bank through mediational analysis. Thus, it contributes to the information on the implementation of CRM practices valuable for banking sector.

Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance

2015 ◽  
pp. 149-172
Author(s):  
Bryan Soh Yuen Liew ◽  
T. Ramayah ◽  
Jasmine A. L. Yeap
Keyword(s):  
Market Orientation ◽  
Customer Relationship Management ◽  
Structural Equation ◽  
Positive Impact ◽  
Relationship Management ◽  
Positive Influence ◽  
Customer Relationship ◽  
Equation Modeling ◽  
The Relationship ◽  
Technology Trends

The Web hosting industry is characterized by the rapid growth of information technology trends as well as constantly growing competition. Market orientation and Customer Relationship Management (CRM) are thought of as key solutions to this predicament. Thus, the purpose of this study was to test the effect of market orientation on CRM implementation intensity and subsequently the effect of CRM implementation intensity on CRM performance. Data was collected via online questionnaires from 81 online Web hosting companies around the world and analyzed using Partial Least Squares structural equation modeling technique. The results indicated that market orientation had a significant positive impact on CRM implementation intensity and CRM implementation intensity had a direct positive influence on CRM performance. A test of mediation also confirmed that CRM implementation intensity mediated the relationship between market orientation and CRM performance. Implications of these findings are further explored.

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