Exploring CRM and SRM user satisfaction in B2B relationship management

Kooli, Kaouther; Mansour, Kaouther Ben; Cornwell, Victoria

doi:10.1362/147539216x14594362873578

Cited by 1 publication

(1 citation statement)

References 42 publications

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“…Relevant academic literature agrees that the combined use of focus groups and interviews is useful in understanding different representations and conceptualizations of the phenomenon under consideration (Lambert and Loiselle, 2008). In fact, an increasing number of studies, even in the B2B sector, are using this type of methodology to obtain a more comprehensive view of the subject and to reinforce the validity of their findings (Mittal and Sridhar, 2020; Kooli et al , 2016).…”

Section: Methodsmentioning

confidence: 99%

How the digital transformation from COVID-19 affected the relational approaches in B2B

Corsaro

D’Amico

2022

JBIM

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Purpose The purpose of this paper is to understand the main drivers of change in the relational approaches adopted in business-to-business (B2B) companies as an effect of the digital transformation processes boosted by COVID-19 pandemic. Design/methodology/approach The methodology includes a qualitative study based on an abductive approach. Twenty-eight semistructured interviews and two focus groups have been carried out with sales and marketing professionals from different industries. Findings The research defines a conceptual framework that describes what the main changes of B2B relational approach are in a context affected by the pandemic, as well as its effects. The framework is constituted by three dimensions, namely, efficiency of the interaction, coordination and digital trust, and seven subdimensions. Practical implications This research also contributes to managerial practice, defining some directions to be fulfilled in a business context affected by the COVID-19 emergency to improve efficiency, coordination and trust. Originality/value Academic literature has greatly analyzed the transformation of the B2B scenario; less studies have explored how the relational approach is changing due to the digital acceleration caused by COVID-19 pandemic.

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Section: Methodsmentioning

confidence: 99%