School of Economics and Management, Harbin University of Science and Technology, Harbin, Heilongjiang, China.
Lyallpur Business School, Government Collage University, Faisalabad, Punjab, Pakistan.
PLoS One. 2021 Apr 28;16(4):e0250229. doi: 10.1371/journal.pone.0250229. eCollection 2021.
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.
在这个技术发展的时代，每个企业都希望为其销售团队配备可持续的销售自动化系统，以提高销售业绩和客户关系管理（CRM）能力。本研究调查了大数据分析（BDA）对医药组织的 CRM 能力和销售业绩的影响。该研究基于通过结构化问卷从制药公司收集的 416 份有效回复，测试了一个研究模型。使用 Smart-PLS3 进行结构方程建模（SEM），以确认 BDA 对提高 CRM 能力和销售业绩的贡献。研究发现，个人特征（如自我效能感、趣味性和社会规范）以及组织特征（如自愿性、用户参与度、用户参与度和管理支持）是销售团队对 BDA 的感知的积极预测因素。这种对 BDA 的积极感知提高了销售团队中的人与技术的适配度，最终提高了 CRM 能力和销售业绩。
