Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

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

Authors
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.
10.22034/asm.2024.714396
Abstract
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.
Keywords
Key success factors
CRM
B2B business
factor analysis

Subjects

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Journal of Advertising and Sales Management
Volume 5, Issue 2 - Serial Number 18
Summer 2024
Pages 284-309