The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market

• Authors: Klimanov Denis , Frolkina Ekaterina

Title variants

HR

Utjecaj korištenja CRM sustava poduzeća na razumijevanje potrošača: slučaj ruskog oftalmološkog tržišta

• Languages of publication: EN

Abstracts

EN

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.

HR

S obzirom na rastuću važnost uloge upravljanja odnosima s potrošačima (CRM) za uspjeh poslovanja, brojni autori pokušavaju ocijeniti utjecaj različitih dijelova CRM procesa na kvalitetu interakcije poduzeća s potrošačima i konačno na rezultat poslovanja poduzeća. Rad istražuje utjecaj CRM sustava na kvalitetu razumijevanja potrošača od strane poduzeća. Razumijevanje se mjeri u kontekstu međunarodnog farmaceutskog poduzeća na ruskom tržištu. Terensko istraživanje temelji se na kvantitativnim podacima prikupljenim putem online upitnika i telefonskih intervjua. Uzorak obuhvaća 64 predstavnika poduzeća i 217 oftalmologa. Autori su razvili i testirali model lojalnosti liječnika i istražili percepcije zaposlenika farmaceutskog poduzeća o CRM sustavu. Unatoč činjenici o aktivnom korištenju CRM sustava te njegovoj percepciji kao ključnom dijelu procesa upravljanja odnosima s potrošačima poduzeća, rezultati pokazuju da je ipak potrebno značajno poboljšati razumijevanje ključnih pokretača lojalnosti potrošača. Rad doprinosi postojećoj teoriji procjenom povezanosti korištenja CRM aplikacija i rezultata odnosa s potrošačima, kao i razvijanjem okvira čimbenika utjecaja na lojalnost liječnika pri izdavanju recepata u okviru ruskog farmaceutskog tržišta. Ovo bi istraživanje moglo biti korisno i drugim farmaceutskim poduzećima da bi se shvatio utjecaj njihove primjene CRM-a na lojalnost potrošača, ali i na identificiranje pokretača lojalnosti liječnika.

Keywords

EN

customer relationship management, CRM system, pharmaceutical company, customer loyalty

HR

CRM, CRM sustav, farmaceutska poduzeća, lojalnost potrošača

• Publisher: Faculty of Economics & Business Zagreb, Department of Marketing, Zagreb, Croatia and CROMAR (Croatian Marketing Association)
• Journal: Market - Tržište
• Year: 2015
• Volume: 27
• Issue: 1

Dates

published

2015-06-30

Contributors

author

Klimanov Denis

• National Research University Higher School of Economics

author

Frolkina Ekaterina

• National Research University Higher School of Economics

Identifiers

ISSN

0353-4790