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

Denis Klimanov   ORCID icon orcid.org/0000-0003-3572-8694 ; National Research University Higher School of Economics
Ekaterina Frolkina ; National Research University Higher School of Economics

Puni tekst: engleski, pdf (217 KB) str. 75-92 preuzimanja: 757* citiraj
APA 6th Edition
Klimanov, D. i Frolkina, E. (2015). The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market. Market-Tržište, 27 (1), 75-92. Preuzeto s https://hrcak.srce.hr/139428
MLA 8th Edition
Klimanov, Denis i Ekaterina Frolkina. "The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market." Market-Tržište, vol. 27, br. 1, 2015, str. 75-92. https://hrcak.srce.hr/139428. Citirano 03.12.2020.
Chicago 17th Edition
Klimanov, Denis i Ekaterina Frolkina. "The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market." Market-Tržište 27, br. 1 (2015): 75-92. https://hrcak.srce.hr/139428
Harvard
Klimanov, D., i Frolkina, E. (2015). 'The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market', Market-Tržište, 27(1), str. 75-92. Preuzeto s: https://hrcak.srce.hr/139428 (Datum pristupa: 03.12.2020.)
Vancouver
Klimanov D, Frolkina E. The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market. Market-Tržište [Internet]. 2015 [pristupljeno 03.12.2020.];27(1):75-92. Dostupno na: https://hrcak.srce.hr/139428
IEEE
D. Klimanov i E. Frolkina, "The Impact of CRM System Use on Companies’ Customer Understanding: The Case of the Russian Ophthalmology Market", Market-Tržište, vol.27, br. 1, str. 75-92, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/139428. [Citirano: 03.12.2020.]

Sažetak
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.

Ključne riječi
customer relationship management; CRM system; pharmaceutical company; customer loyalty

Hrčak ID: 139428

URI
https://hrcak.srce.hr/139428

[hrvatski]

Posjeta: 1.321 *