Critical Factors Affecting CRM in Pharmaceutical Company in Thailand: A View from Product Manager

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CHAPTER 1: INTRODUCTION1

1.1Background1

1.2Aim and Objectives2

1.3Scope of the Study2

1.4Contribution to the Study3

1.5Dissertation Structure3

CHAPTER 2: LITERATURE REVIEW5

2.1. Customer Relationship Management6

2.2. CRM in the pharmaceutical industry7

2.3. Integrating CRM System in the Pharmaceutical Industry of Thailand10

2.4. Pillars of CRM11

2.5. Challenges Faced By the Pharmaceuticals Industry12

2.6. Impact of Globalization on the Pharmaceutical Industry13

2.7. Convergence of Customer Satisfaction Measurement and Customer Relationship Management14

CHAPTER 3: METHODOLOGY16

3.1Research Philosophy16

3.2Research Approach16

3.3Research Strategy17

3.4Quantitative Approach18

3.5Qualitative Approach18

3.6Data Collection19

3.7Interview Design19

3.8Data Analysis19

3.9Sampling Method20

3.10Data Quality20

3.11Limitations21

3.12Chapter Summary22

CHAPTER 4: RESULTS AND ANALYSIS23

4.1. Interpretation of the Findings23

4.2. Research Questions25

4.3. Findings from the Results28

4.4. Narrative Description of the Model29

4.5. Future Research Recommendations34

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS36

5.2. Implications of the Research Study37

5.3. Conclusion38

REFERENCES39

CHAPTER 1: INTRODUCTION

The intention of this chapter is to extricate the background of the study in order to elucidate the topic of the research as well as to enhance the understanding about the crux of the issue under investigation. In addition to it, this chapter highlights the aim and objectives of the study in order to extricate what is the study is expected to achieve and what are the motivations of the study. Furthermore, the first chapter of research is aimed to define the scope of the study in order to discuss the scope and contribution of the study in the most prevailing issues of the pharmaceutical sector of Thailand that is customer relation management. Finally, the chapter defines the outline for the study in order to extricate the flow of the study as well as to ensure the logic of the research flow.

Background

In contemporary business environment, customers are considered as the most crucial asset of any business. However, the traditional business approach used to focused on products only with the passage of time,, increased globalization as well as dynamic technological shifts have stimulated the competition among the businesses. Markets are becoming saturated and aggressively competitive. Under such circumstances, loyal customers are considered as the most powerful differential advantage that provides edge to the company over its competitors. Particularly in the context of pharmaceutical sector of Thailand embraces a variety of challenges in terms of governmental pressure of cost reduction as well as strict regulatory policies. In addition to it, low margin of profitability in pharmaceutical business induces the need of companies to gain and sustain competitive advantage. Therefore, it has become crucial for the pharmaceutical companies to focus on altering their business strategies in order o attract more customers as well as to retain the existing customers with the intention to make them loyal for long time period. Customer Relation Management (CRM) is considered as the most efficient and the most effective business strategy that enables the companies to provide better services to their customers in order to create and maintain strong relationship with the customers.

Aim and Objectives

The research is aimed to highlight the factors that are critical to affect the customer relationship management strategy of the pharmaceutical companies of Thailand in order to make the customers loyal as well as to extricate how the pharmaceutical ...