مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

ارائه چارچوبی از عوامل کلیدی موفقیت مدیریت ارتباط با مشتری در کسب و کارهای بین بنگاهی: مطالعه شرکت های پخش دارو

نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران
2 دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، مازندران، ایران.
چکیده
هدف پژوهش حاضر، ارائه چارچوبی از عوامل کلیدی موفقیت در کسب و کارهای بین بنگاهی (شرکت های پخش دارو) به کمک روش بیبلیومتریک، مرور سیتماتیک و تحلیل عاملی است. این پژوهش از از نظر هدف، کاربردی و از نظر روش، پژوهشی آمیخته از نوع اکتشافی متوالی، ابتدا کیفی و بعد کمّی است. پژوهش کیفی حاضر در دو مرحله تدوین شده است. روش آمیخته حاضر طی سه مرحله که مرحله اول و دوم کیفی و مرحله سوم کمی بوده، انجام شده است. در مرحله نخست با استفاده روش بیبلیومتریک به بررسی مقالات و کلید واژه های استفاده شده در زمینه موضوع پژوهش حاضر پرداخته شد. پژوهشگران در مرحله دوم با استفاده از مرور سیستماتیک به منظور شناسایی دقیق تر و کامل تر عوامل کلیدی موفقیت در CRM تعدادی از مقالات موجود در این زمینه را انتخاب و مورد بررسی قرار دادند. با استفاده از داده های حاصل، پرسشنامه ای جهت شناسایی عوامل کلیدی موفقیت تدوین شد. در مرحله آخر بمنظور شناسایی این عوامل در شرکت های پخش دارو با استفاده از پرسش نامه طراحی شده، تحلیل عاملی با حداکثر درست نمایی انجام شد. با استفاده از یافته های بدست آمده، چهارده عامل اصلی برای سنجش عوامل کلیدی موفقیت CRM در کسب و کارهای بین بنگاهی شامل: «مشتری مداری»، «خدمات»، «مشاوره»، «تکنولوژی»، «فرهنگ»، «استراتژی مشتری محور» و «داده کاوی» به عنوان عوامل مرتبط با مشتری و هفت عامل «رویکرد سازمانی»، «مدیریت تغییر»، «مدیریت کارکنان»، «آموزش کارکنان»، «تعهد مدیریت ارشد»، «مدیریت فرآیند» و «استراتژی شرکت» به عنوان عوامل مرتبط با سازمان استخراج شد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

A framework of key success factors of customer relationship management in B2B companies: A study of pharmaceutical distribution companies

نویسندگان English

Mohammad Safari 1
Seyedeh Mahsa Hoseini 2
1 Assistant Professor, Department of Business Administration, Faculty of Economics and Administrative Sciences, Mazandaran University
2 PhD student in Marketing Management, Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran , Babolsar, Mazandaran, Iran.
چکیده English

The purpose of this research is to present a framework of key success factors in B2B businesses (drug distribution companies) with the help of bibliometric method, systematic review and factor analysis. In terms of purpose, this research is applied and in terms of method, it is a mixed research of sequential exploratory type, first qualitative and then quantitative. The present qualitative research was compiled in two stages. The present mixed method was carried out in three stages, the first and second stages were qualitative and the third stage was quantitative. In the first stage, using the bibliometric method, the articles and keywords used in the subject of the current research were examined. In the second stage, the researchers selected and analyzed a number of articles in this field using a systematic review in order to more accurately and completely identify the key success factors in CRM. Using the data obtained from the surveys, a questionnaire was developed to identify the key success factors in CRM. In order to identify these factors in drug distribution companies, using a designed questionnaire, factor analysis was performed with maximum likelihood. Using the obtained findings, fourteen main factors to measure the key success factors of CRM in B2B businesses include: "customer-oriented", "service", "consultation", "technology", "culture", "customer-oriented strategy" and "data mining" as factors related to the customer and seven factors "organizational approach", "change management", "employee management", "employee training", "senior management commitment", "process management" and "company strategy" It was extracted as factors related to the organization.

کلیدواژه‌ها English

Key success factors
CRM
B2B business
factor analysis
Arab, M.; Shirkhodaie, M.; Firouzjaei, A. (2019). Factors affecting customer loyalty: the mediating role of customer relationship management quality. Tourism Management Studies Quarterly, 14(45), 167-192. (In Persian)
Ascarza, E., Ebbes, P., Netzer, O., & Danielson, M. (2017). Beyond the target customer: Social effects of customer relationship management campaigns. Journal of Marketing Research, 54(3), 347-363.‏
Baashar, Y., Alhussian, H., Patel, A., Alkawsi, G., Alzahrani, A., Alfarraj, O. Hayder, G. (2020) Customer relationship management systems (CRMS) in the healthcare environment: A systematic literature review. Computer Standards & Interfaces,71, 103442,1-16.
Blattberg, R. C., Glazer, R., & Little, J. D. (1994). The Marketing Information Revolution. Harvard Business School Press.
Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management. https://doi.org/10.1016/ j. indmarman.2017.07.017.
Del Vecchio, P., Mele, G., Siachou, E. and Schito, G. (2021), "A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing", International Marketing Review, Vol. ahead-of-print No. aheadof-.
Díez de Castro, E., Galán González, J. L., & Martín Armario, E. (2002). Introducción a la economía de la empresa. I. Madrid: Pirámide.
Eccles, G. & Durand, P. (1997), Measuring Customer Satisfaction and Employee Attitude at Forte Hotels, Managing Service Quality,7(6):290-291.
Ernst, H., Hoyer, W. D., Krafft, M., & Krieger, K. (2011). CRM and company performancethe mediating role of new product performance. Journal of the Academy of Marketing Science, 39(2), 290–306.
Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020). Customer relationship management: Digital transformation and sustainable business model innovation. Economic Research-Ekonomska Istraživanja, 33(1), 2733–2750. https:// doi. org/ 10. 1080/ 13316 77X. 2019. 16762 83
Gil-Gomez, H., Oltra-Badenes, R., Guerola-Navarro, V., & Zegarra Saldaña, P. (2021). Crowdfunding: A bibliometric analysis. International Entrepreneurship and Management Journal. https:// doi. org/ 10. 1007/ s11365- 021- 00784-0
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard Business Review, 75(1), 91–102.
Guerola-Navarro, V., Oltra-Badenes, R. y Gil-Gomez, H. (2020a). Análisis de la relación entre el grado de introducción de CRM y los beneficios de la empresa a través del desempeño organizacional y la innovación empresarial. 3c Empresa: investigación y pensamiento crítico, 9(1), 67–87. https:// doi. org/ 10. 17993/ 3cemp. 2020a. 090141. 67- 87
Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T., & Potapov, D. (2020). Digital analytics: Modeling for insights and new methods. Journal of Interactive Marketing, 51, 26–43.
Haji Karimi, A., & Mansourian, T. (2012). Investigating and explaining the role of customer knowledge management in improving organizational performance. Journal of Business Administration Researches, 4 (8), 75-92.
Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterprise Research, 21(1), 99-116.
Harte, H. G., Dale, B. G. (1995), Improving Quality in Professional Service Organizations: A Review of the Key Issues, Managing Service Quality, 5(3): 34-44.
Jafari, S.M.B.; Yaghoobi Jahromi, Z. (2018). The impact of applying social customer relationship management (SCRM) on customer relationship performance. Scientific Research Journal of Business Management Explorations. 10(20), 115-134. (In Persian)
Kamalian, A.R.; Amini, M.; Moezi, H. (2009). Investigating the correlation between the determinants of the electronic customer relationship management system (ECRM) on customer satisfaction. Modiriate-Farda Journal, 8(22), 25-32. (In Persian)
Kaplan, A., & Haenlein, M. (2019). Siri, siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25.
Kohzadi, F.; Garebiglou, H.; Bodaghi, H.; Alavi, Y. (2022). Designing a customer relationship management model based on big data (case study of western banks). Quarterly Journal of Approaches in Business Management, 3(9), 112-130. (In Persian)
Lacoste, S. (2016). Perspectives on social media ant its use by key account managers. Industrial Marketing Management, 54, 33–43. https://doi.org/10.1016/j.indmarman. 2015.12.010.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Mohammadi, M.; Sohrabi, T. (2017). The effect of electronic customer relationship management on customer satisfaction. Quarterly Journal of Smart Business Management Studies, 6(22), 108-128. (In Persian)
Morgan, N. A., Slotegraaf, R. J., & Vorhies, D. W. (2009). Linking marketing capabilities with profit growth. International Journal of Research in Marketing, 26(4), 284–293.
Noone, B. M. (2016). Pricing for hotel revenue management: Evolution in an era of price transparency. Journal of Revenue and Pricing Management, 15(3–4), 264– 269.
Payne, A., & Frow, P. (2005). A strategic framework for CRM. Journal of Marketing, 69, 167–176.
Peppers R. (2003). Creating a customer–centric insurance,17 (3: 194-210.
Rashidi, H.; Rahmani, Z. (2013). Brand and its effect on customer relations. Economic Journal Quarterly, 1(9), 65-80. (In Persian)
Reimann, M., Ulrich, F.L., and Richard B.C (2008). Uncertainty avoidance as a moderator of the relationship between perceived service quality and customer satisfaction, Journal of Service Research, 11: 63-73.
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The CRM process: Its measurement and impact on performance. Journal of Marketing Research, 41, 293–305.
Rovira, C., Valdés,J., Molleví,G. , Sans,R. (2021). The digital transformation of business. Towards the datafication of the relationship with customers. Technological Forecasting & Social Change,162,120339,1-12.
Rust, R. T., & Huang, M.-H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33(2), 206–221.
Salehi, J.; Akhavan, M.; Babolhavaeji, M. (2005). Customer relationship management in business-to-business electronic commerce. Industrial Management Quarterly, 8, 71-93. (In Persian)
Shahbaz, M., Gao, C., Zhai, L., Shahzad, F., Luqman, A., & Zahid, R. (2021). Impact of big data analytics on sales performance in pharmaceutical organizations: The role of customer relationship management capabilities. Plos one, 16(4), e0250229.‏
Sheikhi, Z., Heydari, N., & Goudarzi, A. (2012). Considering the Relation between Knowledge Management and Customer Relationship Management in Banks, Journal of Basic and Applied Scientific Research, 2(8):8048-8055.
Sheikhi, Z., Heydari, N., & Goudarzi, A. (2012). Considering the Relation between Knowledge Management and Customer Relationship Management in Banks, Journal of Basic and Applied Scientific Research, 2(8):8048-8055.
Taleb, N., Salahat, M., & Ali, L. (2020). Impacts of Big-Data Technologies in Enhancing CRM Performance. 6th International Conference on Information Management (ICIM, 257-263, IEEE.
Teigland, R., & Wasko, M. M. (2003). Integrating knowledge through information trading: Examining the relationship between boundary spanning communication and in- dividual performance. Decision Sciences, 34(2), 261–286. https://doi.org/10.1111/ 1540-5915.02341.
Thi Khanh Chi, N (2021). Innovation capability: The impact of e-CRM and COVID-19 risk perception. Technology in Society,67, 101725,1-9.
Treacy, M., & Wiersema, F. (2007). The discipline of market leaders: Choose your customers, narrow your focus, dominate your market. Hachette UK.‏
Triznova, M., Maťova, H., Dvoracekc, J., & Sadekd, S. (2015). Customer Relationship Management based on Employees and Corporate Culture, 4th World Conference on Business, Economics and Management, WCBEM, Available online at www. sciencedirect.com.
Vaneberg, A., & Poncin (2021), I. Dans quelle mesure la mobilisation du Big Data est-elle porteuse d’efficacité ou de détérioration pour les CRM?
Wang, Y., & Feng, H. (2012). CRM capabilities. Management Decision, 50, 115–129.
Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent perspectives on CRM: Towards a common understanding of an emerging phenomenon. Industrial Marketing Management, 33(6), 475–489
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.