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http://dx.doi.org/10.5762/KAIS.2018.19.11.182

Empirical Analysis of SFA (Sales Force Automation) System Utilization Level and Performance in Pharmaceutical Companies in Korea  

Jang, Kyoung won (Department of Pharmaceutical Quality, Daewon University College)
Ko, Gunhyuk (School of Pharmacy, Sungkyunkwan University)
Ha, Dongmun (School of Pharmacy, Sungkyunkwan University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.19, no.11, 2018 , pp. 182-190 More about this Journal
Abstract
Many pharmaceutical companies operate the SFA system to support salespeople. The SFA system is used for various behaviors of salespeople. However, there is a lack of empirical analysis on the performance of SFA in Korea. The purpose of this study is to investigate the utilization of SFA system and the non - financial performance of SFA system. The subjects of the survey were 347 pharmaceutical community members who consisted of pharmaceutical salespeople and surveyed online for 18 days from March 13, 2018 to April 30, 2018. and the effective response rate was 23.1% (80/347). The analysis shows that the higher the level of SFA system utilization, the higher the non - financial performance. By type of company, the utilization level of multinational companies was higher than that of domestic companies. Among the SFA utilization level items, 1.47 points (3.65, 2.18) were higher than the domestic companies in terms of the support service items. Among the SFA performance items, foreign companies were 1.47 points (3.16, 1.69) Respectively. This suggests that the SFA development and operation method of the domestic company focuses on the management service rather than the support service for the salesperson and the customer satisfaction. Through this study, it is considered that domestic companies should strengthen sales person support and customer satisfaction information providing function when operating SFA system.
Keywords
Sales Force Automation; Salespeople; Pharmaceutical industry; Satisfaction; Balanced Scorecard;
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