The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market
As the customer relationship management process comes to play an increasingly important role in business success, a number of authors are attempting to evaluate the impact of various CRM process components on the quality of company interaction with customers and, ultimately, on company performance....
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2015-06-01
|
| Series: | Tržište |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/205634 |
| _version_ | 1819179750880444416 |
|---|---|
| author | Denis Klimanov Ekaterina Frolkina |
| author_facet | Denis Klimanov Ekaterina Frolkina |
| author_sort | Denis Klimanov |
| collection | DOAJ |
| description | As the customer relationship management process comes to play an increasingly important role in business success, a number of authors are attempting to evaluate the impact of various CRM process components on the quality of company interaction with customers and, ultimately, on company performance. This paper explores the impact of CRM systems on the quality of companies’ customer understanding. This understanding is measured in the context of an international pharmaceutical company in the Russian market. The field research is based on quantitative data from online questionnaires and telephone interviews. The sample consists of 64 company representatives and 217 ophthalmologists. The authors developed and tested a model of physician loyalty drivers and studied employees’ perceptions of the CRM system. The findings of this paper demonstrate that, despite the fact that a CRM system is actively used and perceived as a crucial part of the customer relationship management process within the company, understanding of key customer loyalty drivers needs to be significantly improved. The paper contributes to existing theory by evaluating the link between the use of CRM applications and customer relationship performance as well as by developing a physician prescription loyalty influencers framework in the context of the Russian pharmaceutical market. This research could be used by other pharmaceutical companies as well in order to understand the influence of their CRM applications on customer loyalty and also to identify the drivers of physicians’ prescriptions. |
| first_indexed | 2024-12-22T22:03:25Z |
| format | Article |
| id | doaj.art-0889ae2db9064ad6969e2f3854889838 |
| institution | Directory Open Access Journal |
| issn | 0353-4790 |
| language | English |
| last_indexed | 2024-12-22T22:03:25Z |
| publishDate | 2015-06-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-0889ae2db9064ad6969e2f38548898382022-12-21T18:11:03ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47902015-06-012717592The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology MarketDenis Klimanov0Ekaterina Frolkina1National Research University Higher School of EconomicsNational Research University Higher School of EconomicsAs the customer relationship management process comes to play an increasingly important role in business success, a number of authors are attempting to evaluate the impact of various CRM process components on the quality of company interaction with customers and, ultimately, on company performance. This paper explores the impact of CRM systems on the quality of companies’ customer understanding. This understanding is measured in the context of an international pharmaceutical company in the Russian market. The field research is based on quantitative data from online questionnaires and telephone interviews. The sample consists of 64 company representatives and 217 ophthalmologists. The authors developed and tested a model of physician loyalty drivers and studied employees’ perceptions of the CRM system. The findings of this paper demonstrate that, despite the fact that a CRM system is actively used and perceived as a crucial part of the customer relationship management process within the company, understanding of key customer loyalty drivers needs to be significantly improved. The paper contributes to existing theory by evaluating the link between the use of CRM applications and customer relationship performance as well as by developing a physician prescription loyalty influencers framework in the context of the Russian pharmaceutical market. This research could be used by other pharmaceutical companies as well in order to understand the influence of their CRM applications on customer loyalty and also to identify the drivers of physicians’ prescriptions.http://hrcak.srce.hr/file/205634customer relationship managementCRM systempharmaceutical companycustomer loyalty |
| spellingShingle | Denis Klimanov Ekaterina Frolkina The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market Tržište customer relationship management CRM system pharmaceutical company customer loyalty |
| title | The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market |
| title_full | The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market |
| title_fullStr | The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market |
| title_full_unstemmed | The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market |
| title_short | The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market |
| title_sort | impact of crm system use on companies customer understanding the case of the russian ophthalmology market |
| topic | customer relationship management CRM system pharmaceutical company customer loyalty |
| url | http://hrcak.srce.hr/file/205634 |
| work_keys_str_mv | AT denisklimanov theimpactofcrmsystemuseoncompaniescustomerunderstandingthecaseoftherussianophthalmologymarket AT ekaterinafrolkina theimpactofcrmsystemuseoncompaniescustomerunderstandingthecaseoftherussianophthalmologymarket AT denisklimanov impactofcrmsystemuseoncompaniescustomerunderstandingthecaseoftherussianophthalmologymarket AT ekaterinafrolkina impactofcrmsystemuseoncompaniescustomerunderstandingthecaseoftherussianophthalmologymarket |