Measuring the Impact of Business Intelligence and Customer Relationship Management on the Success of Managers of pharmaceutical companies

Business intelligence is a set of skills, technologies, and application systems. To help organizations make the right decision, they are used to collect, store, analyse and create efficient access to data warehouses. A strategy that is used to gain more knowledge about the needs and behaviour of customers and more communication with them is Customer Relationship Management (CRM). This study was conducted to measure the impact of business intelligence and customer relationship management on the success of managers of pharmaceutical companies.Methods: This study was a set of descriptive-analytical studies. To collect data Dean and Douglas ۲۰۱۰ standard questionnaire was used. In this study, pharmaceutical companies in Tehran were the statistical population. The method was cluster random sampling and ۳۵ selected companies (۳ managers and ۳ customers) of pharmaceutical companies in Tehran were the number of samples. ۱۶۹ questionnaires were answered out of ۲۱۰ distributed questionnaires (response rate = ۸۱%). To analyse data, confirmatory factor analysis test and structural equation test with Smart PLS software were used.Discussion and conclusion: According to the tests, the consequences of business intelligence have the highest priority for managers, and for customers, their satisfaction has the highest priority.

کلیدواژه ها:

Business intelligence ، customer relationship management ، success ، the pharmaceutical company.