Customer Relationship Management Strategy and Business Outcomes – Perception by Medical Representatives

J. Educ. Manage. Stud., 6(1): 01-08, Mar 30, 2016

8 Pages Posted: 2 Apr 2016

See all articles by Ganesh Pathak

Ganesh Pathak

Sri Balaji University, Pune; Lotus Business School

Sarang Shankar Bhola

Karmaveer Bhaurao Patil Institute of Management Studies & Research

Date Written: March 31, 2016

Abstract

In marketing, the concept of Customer Relationship Management (CRM) highlights the final customer of the product. But in pharmaceutical industry it is seen that sales representatives are developing the relation with doctors, stockiest and retailers. Article focused on perception of medical representative about CRM strategy its impact on business outcomes. Researcher has used descriptive research design and collected opinions from medical representatives from different pharmaceutical companies. From the results of current study, it is found that tracking customer win-back levels as well as increasing business and tracking customer satisfaction level more affected on business outcomes i.e. Customer Relationship Management affects on business outcomes.

Keywords: Customer Relationship Management, Medical Representative, Business Outcomes, Pharmaceutical Industry

Suggested Citation

Pathak, Ganesh and Bhola, Sarang Shankar, Customer Relationship Management Strategy and Business Outcomes – Perception by Medical Representatives (March 31, 2016). J. Educ. Manage. Stud., 6(1): 01-08, Mar 30, 2016, Available at SSRN: https://ssrn.com/abstract=2757252

Ganesh Pathak (Contact Author)

Sri Balaji University, Pune ( email )

Sri Balaji University, Pune
Pune, MA
India

Lotus Business School ( email )

Mumbai Bengaluru Bypass Road
Near Sai Expressway Petrol Pump
Punawale , Pune, IN Maharashtra 411033
India
411033 (Fax)

HOME PAGE: http://lotuscentre.ac.in

Sarang Shankar Bhola

Karmaveer Bhaurao Patil Institute of Management Studies & Research ( email )

Survey No.467/2, Varye
Tal. Satara
Satara, 415001
India
+919822124414 (Phone)

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