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

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...

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Bibliographic Details
Published in:PloS one 2021-04, Vol.16 (4), p.e0250229-e0250229
Main Authors: Shahbaz, Muhammad, Gao, Changyuan, Zhai, Lili, Shahzad, Fakhar, Luqman, Adeel, Zahid, Rimsha
Format: Article
Language:English
Subjects:
Automation
Big Data
Biology and Life Sciences
Computer and Information Sciences
Customer relations
Customer relationship management
Customer satisfaction
Customer services
Customers
Data analysis
Decision making
Employees
Information management
Inventory control
Methods
Multivariate statistical analysis
Norms
Organizations
People and Places
Perception
Pharmaceutical industry
Pharmaceuticals
Sales
Sales force automation
Sales forecasting
Sales management
Social networks
Social norms
Social Sciences
Technology
Technology application
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Summary: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 voluntariness, user involvement, user participation, and management support, are positive predictors of salesforce perception of BDA. This positive perception of BDA increased the person-technology fit in the salesforce, which ultimately increased the CRM capabilities and sales performance.
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0250229