Open AccessImpact of big data analytics on sales performance in pharmaceutical organizations: The role of customer relationship management capabilities
Author(s) -
Muhammad Shahbaz,
Gao Chang-yuan,
Zhai Li-li,
Fakhar Shahzad,
Adeel Luqman,
Rimsha Zahid
Publication year - 2021
Publication title -
plos one
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.99
H-Index - 332
ISSN - 1932-6203
DOI - 10.1371/journal.pone.0250229
Subject(s) - structural equation modeling , customer relationship management , business , analytics , knowledge management , marketing , sales management , process management , computer science , data science , machine learning
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.