THE IMPACT OF CRM SYSTEM USE ON CUSTOMER UNDERSTANDING BY THE COMPANY: THE CASE OF RUSSIAN OPHTHALMOLOGY MARKET
As customer relationship management process plays increasingly important role in business success, many authors attempt to evaluate the impact of various CRM process components on quality of company interaction with the customers and, ultimately, on company performance. This paper explores the impact of CRM system on quality of customer understanding by the company. This understanding is measured in context of the international pharmaceutical company in Russian market. The field research is based on a quantitative data from online questionnaires and telephone interviews. The sample consists of 64 company representatives and 217 ophthalmologists. The authors developed and tested the model of physician loyalty drivers and studied the perception of CRM system by the employees. The results of the paper demonstrate that, despite the fact that CRM system is actively used and perceived as a crucial part of customer relationship management process within the company, the understanding of key customer loyalty drivers needs to be significantly improved. The paper contributes to the existing theory by evaluating the link between CRM applications use and customer relationship performance as well as by developing physician prescription loyalty influencers framework in context of Russian pharmaceutical market. This research could be used by other pharmaceutical companies in order to understand the influence of their CRM applications on customer loyalty and also to identify the drivers of physicians prescriptions.