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Using CRM in B2B Marketplaces

Madalena Eca de Abreu , Joana Simoes , Diogo Judice , Isabel Pedrosa

ISLA — Instituto Politécnico de Gestão e Tecnologia

2022 Published by: {IEEE

This article brings contributions to the topic of CRM, focusing on the impact of internal marketing factors (namely: training and education of employees, management support, internal communication, and rewards system) on CRM in the context of Business-to-market markets (B2B). Additionally, this study analyzes the impact of CRM on the satisfaction, trust and commitment of these customers. Indeed, there is a gap in CRM studies in the B2B market. And so, this study was conducted on the Portuguese B2B market, being obtained 60 responses.

Keywords

#customer relationship management #industrial markets #employee training and education #management support #Internal communication #Reward systems #Customer satisfaction #consumer trust #customer commitment #business #Context (archaeology) #Portuguese #Marketing #Business-to-Business

Bibliographic Details

Publication Type Conference paper

Publication Year 2022

Publisher {IEEE

ISLA Authors & Affiliations

Using CRM in B2B Marketplaces

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Keywords

Bibliographic Details

ISLA Authors & Affiliations