Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study

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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Andy Fred Wali, Idika Awa Uduma, Len Tiu Wright
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2016
Materias:	crm b2b mobile telecommunications qualitative nvivo 10 nigeria Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/95de9aee6b854ec6a0e38c43f6e3d761
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:95de9aee6b854ec6a0e38c43f6e3d761
record_format	dspace
spelling	oai:doaj.org-article:95de9aee6b854ec6a0e38c43f6e3d7612021-12-02T14:35:45ZCustomer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study2331-197510.1080/23311975.2016.1183555https://doaj.org/article/95de9aee6b854ec6a0e38c43f6e3d7612016-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1183555https://doaj.org/toc/2331-1975This 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.Andy Fred WaliIdika Awa UdumaLen Tiu WrightTaylor & Francis Grouparticlecrmb2bmobile telecommunicationsqualitativenvivo 10nigeriaBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 3, Iss 1 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	crm b2b mobile telecommunications qualitative nvivo 10 nigeria Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	crm b2b mobile telecommunications qualitative nvivo 10 nigeria Business HF5001-6182 Management. Industrial management HD28-70 Andy Fred Wali Idika Awa Uduma Len Tiu Wright Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
description	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.
format	article
author	Andy Fred Wali Idika Awa Uduma Len Tiu Wright
author_facet	Andy Fred Wali Idika Awa Uduma Len Tiu Wright
author_sort	Andy Fred Wali
title	Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
title_short	Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
title_full	Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
title_fullStr	Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
title_full_unstemmed	Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study
title_sort	customer relationship management (crm) experiences of business-to-business (b2b) marketing firms: a qualitative study
publisher	Taylor & Francis Group
publishDate	2016
url	https://doaj.org/article/95de9aee6b854ec6a0e38c43f6e3d761
work_keys_str_mv	AT andyfredwali customerrelationshipmanagementcrmexperiencesofbusinesstobusinessb2bmarketingfirmsaqualitativestudy AT idikaawauduma customerrelationshipmanagementcrmexperiencesofbusinesstobusinessb2bmarketingfirmsaqualitativestudy AT lentiuwright customerrelationshipmanagementcrmexperiencesofbusinesstobusinessb2bmarketingfirmsaqualitativestudy
_version_	1718391086413512704

Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study

Ejemplares similares