文章基本信息

标题：Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
本地全文：下载
作者：Andy Fred Wali ; Idika Awa Uduma ; Len Tiu Wright 等
期刊名称：Cogent Business & Management
电子版ISSN：2331-1975
出版年度：2016
卷号：3
期号：1
页码：1183555
DOI：10.1080/23311975.2016.1183555
语种：English
出版社：Taylor and Francis Ltd
摘要：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.
关键词：CRM ; B2B ; mobile telecommunications ; qualitative ; Nvivo 10 ; Nigeria