The effect of CRM implementation on pharmaceutical industry’s profitability

Nedra Bahri-Ammari and Khalid S. Soliman

Management Research Review, 2016, vol. 39, issue 8, 854-878

Abstract: Purpose - The aim of this study is examine customer relationship management (CRM) effect on enhancing customer satisfaction and on improving customer retention. In this study, the impact of CRM on loyalty in the pharmaceutical sector in Tunisia is studied. Service quality perception, customer satisfaction, loyalty, retention and firm profitability have been tested as independent variables. This study highlights the importance of CRM and service quality perception in maintaining a sustainable and profitable relationship with customers. Design/methodology/approach - A survey research design was used to collect data. In total, 221 respondents from 5 pharmaceutical companies in Tunisia were involved in the study. Exploratory and confirmatory analyses were adopted to examine the effect of CRM technology on profitability. Structural equation modeling was used to validate results. Findings - The results show that there are significant relationships between CRM and quality perception, satisfaction and loyalty. However, there are no significant relationships either between CRM and retention or between CRM and profitability. Research limitations/implications - Fitting CRM scale with the context of the study and the number of the survey companies was the limitation of this research. Practical implications - This study provides significant results to practitioners to understand the role of establishing a CRM strategy and to understand the selected factors affecting customer satisfaction and retention as well. Originality/value - This study was conducted in Tunisia to contribute to enrich literature in the implementation of information technology and customer satisfaction.

Keywords: Customer relationship management (CRM); Loyalty; Satisfaction; Retention; Profitability; EQS; Service quality perception (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:39:y:2016:i:8:p:854-878

DOI: 10.1108/MRR-11-2014-0258

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