Abstract

Recent academic and practitioner studies have implied that customer relationship management (CRM) provided improved business opportunity yet it has received sundry performance reviews in the present literature. The pharmaceutical industry, in Bangladesh, is in the midst of fundamental changes. Situational regulations have been placed for decades that minimize pressure from competitor companies, and application of modern information technologies that improved the customer knowledge about better service, force the pharmaceutical companies to build relationship with their key customers, such as physicians. This research explored the affiliation among CRM philosophy acceptance, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship performance. A strategic model was developed based on the literature and information obtained through interviews.

Key words: Customer relationship management (CRM), hospital pharmacy, physician