Impact of big data analytics on sales performance in pharmaceutical organizations: The role of customer relationship management capabilities.

ABSTRACT: In this era of technology development, every business wants to equip its salesforce with a sustainable salesforce automation system to improve sales performance and customer relationship management (CRM) capabilities. This study investigates the impact of big data analytics (BDA) on CRM capabilities and the sales performance of pharmaceutical organizations. A research model was tested based on 416 valid responses collected from pharmaceutical companies through a structured questionnaire. Structural equation modeling (SEM) was employed using Smart-PLS3 to confirm the contribution of BDA to improving CRM capabilities and sales performance. The study finds that individual characteristics such as self-efficacy, playfulness, and social norms, along with organizational characteristics such as vo

SUBMITTER: Shahbaz M 

PROVIDER: S-EPMC8081224 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature