Propose an E-CRM Model based on Mobile Computing Technology in Pharma Distribution Industry

In today’s world, the competition between all business areas and companies including pharma distributor companies has increased dramatically, so it is very important for active companies in the pharma distribution industry which deal with a large number of customers in a B2B market to establish a deep and long-term relationship with their customers and manage that relationship effectively. Since the CRM which now is enriched by new emerging technologies in terms of e-CRM and m-CRM is under developing rapidly, it can play a critical role for empowering these companies to strengthen their relationship with their customers. In this research it has been tried to have a complete review of mobile computing technology concept and its effect on CRM. The research methodology is basically qualitative. After a literature review, using qualitative research methods and deep interviews with a group of 8 industry experts, the whole concept of the initial model was derived using Thematic Analysis method. The Grounded Theory approach was applied to extract the main factors and sub-factors of the final model. Additionally, some of esearch techniques such as Dematel, ANP and Super Decision software were used to investigate the interdependency, importance and priority of factors and sub-factors. At the last stage a new model for e-CRM in pharma distribution industry based on mobile computing technology has been proposed. The four key components of the model are Quality of Content and Services, Organizational Readiness, Quality of System and Communication, Customer Mobile App.