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Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study

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  • Andy Fred Wali
  • Idika Awa Uduma
  • Len Tiu Wright

Abstract

This study explored customer relationship management (CRM) experiences of business-to-business (B2B) marketing firms in the mobile telecommunications sector using the qualitative focus group approach and the study drew on the resource-based view. The qualitative focus group approach was adopted and two focus groups were held, which comprise 10 staff of mobile telecommunications B2B firms. The interview data were analysed using thematic template and content analysis, respectively, with the aid of Nvivo 10 software. The study found four emerging themes, which characterise CRM experiences of mobile telecommunications B2B marketing firms and they include: resource commitment; product knowledge development; customer orientation behaviour; and B2B service personalisation. The study concluded that the nature of relationship between B2Bs and their principal operators is product/sale oriented rather than customer oriented. This study validates the RBV and offered recommendations based on its thematic findings.

Suggested Citation

  • Andy Fred Wali & Idika Awa Uduma & Len Tiu Wright, 2016. "Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1183555-118, December.
    • Handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1183555
    DOI: 10.1080/23311975.2016.1183555
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    References listed on IDEAS

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    1. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    2. Peppard, Joe, 2000. "Customer Relationship Management (CRM) in financial services," European Management Journal, Elsevier, vol. 18(3), pages 312-327, June.
    3. Scott L. Newbert, 2007. "Empirical research on the resource‐based view of the firm: an assessment and suggestions for future research," Strategic Management Journal, Wiley Blackwell, vol. 28(2), pages 121-146, February.
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    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Gupta, Shivam & Sivarajah, Uthayasankar, 2023. "Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance," Journal of Business Research, Elsevier, vol. 156(C).
    2. Andy Fred Wali, 2018. "Customer Relationship Management and Marketing Effectiveness," Paradigm, , vol. 22(2), pages 101-124, December.
    3. Manas Ranjan Pradhan & S. B. Bolleddu, 2019. "Contextualizing Hypertension and Its Treatment Seeking Among Slum Dwellers in Mumbai, India," Business Perspectives and Research, , vol. 7(2), pages 179-189, July.
    4. Andy Fred Wali & Hope Adanne Andy-Wali, 2018. "Students as Valuable Customers," Paradigm, , vol. 22(1), pages 1-16, June.

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