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

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  • Muhammad Shahbaz
  • Changyuan Gao
  • Lili Zhai
  • Fakhar Shahzad
  • Adeel Luqman
  • Rimsha Zahid

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 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.

Suggested Citation

  • Muhammad Shahbaz & Changyuan Gao & Lili Zhai & Fakhar Shahzad & Adeel Luqman & Rimsha Zahid, 2021. "Impact of big data analytics on sales performance in pharmaceutical organizations: The role of customer relationship management capabilities," PLOS ONE, Public Library of Science, vol. 16(4), pages 1-22, April.
    • Handle: RePEc:plo:pone00:0250229
    DOI: 10.1371/journal.pone.0250229
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    References listed on IDEAS

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    1. Barker, Robert M. & Gohmann, Stephan F. & Guan, Jian & Faulds, David J., 2009. "Why is my sales force automation system failing?," Business Horizons, Elsevier, vol. 52(3), pages 233-241, May.
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    Cited by:

    1. Changchun Zhu & Jianguo Du & Fakhar Shahzad & Muhammad Umair Wattoo, 2022. "Environment Sustainability Is a Corporate Social Responsibility: Measuring the Nexus between Sustainable Supply Chain Management, Big Data Analytics Capabilities, and Organizational Performance," Sustainability, MDPI, vol. 14(6), pages 1-20, March.
    2. Showimy Aldossari & Umi Asma’ Mokhtar & Ahmad Tarmizi Abdul Ghani, 2023. "Factor Influencing the Adoption of Big Data Analytics: A Systematic Literature and Experts Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Shahbaz, Muhammad & Zahid, Rimsha, 2022. "Probing the factors influencing cloud computing adoption in healthcare organizations: A three-way interaction model," Technology in Society, Elsevier, vol. 71(C).

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