{"title":"Customer experience in pharmaceutical B2B markets: perspectives of buyers and sellers","authors":"Balaji Abraham, Soumyadip Sarkar, Krishna DasGupta","doi":"10.1108/ijphm-02-2022-0018","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe purpose of this study is to understand customer experience (CX) in business-to-business (B2B) markets through the perspectives of buyer–seller dyads. This study aims to evaluate how customer journey, touchpoints and digital and social media (DSM) influence CX and offer avenues for sellers to align their efforts with buyers’ requirements to create and manage CX.\n\n\nDesign/methodology/approach\nIntegrating insights of practicing buyers and sellers in the pharmaceutical B2B industry, this study follows the phenomenological approach to understand their experience through their perspectives on the customer journey, touchpoints and DSM.\n\n\nFindings\nThe findings of this study include convergence in the perspectives in journey stages, journey enablers, stakeholder involvement, touchpoint preference and DSM’s use. The study findings also include divergence in perspectives in the senior management engagement, journey enablers, selling center involvement, DSM purpose and usage of DSM platforms. These offer opportunities for sellers to align with buyer journey, touchpoints and DSM to create and manage CX.\n\n\nPractical implications\nSellers in pharmaceutical B2B markets have been dependent on traditional knowledge to influence customer journey and touchpoints and the advent of DSM has enhanced the challenge. To avoid this confusion, sellers need to have clarity of customers’ expectations on the journey, touchpoints and DSM. This enables sellers to allocate their resources better to achieve the desired outcome in CX.\n\n\nOriginality/value\nThis first-of-its-kind study captured the convergence and divergence perspectives of pharmaceutical B2B buyer–seller dyads from the lens of the uncertainty reduction theory and social penetration theory. The study suggests opportunities for pharmaceutical sellers to create and manage CX.\n","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2000,"publicationDate":"2023-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Pharmaceutical and Healthcare Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijphm-02-2022-0018","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"HEALTH POLICY & SERVICES","Score":null,"Total":0}
引用次数: 1
Abstract
Purpose
The purpose of this study is to understand customer experience (CX) in business-to-business (B2B) markets through the perspectives of buyer–seller dyads. This study aims to evaluate how customer journey, touchpoints and digital and social media (DSM) influence CX and offer avenues for sellers to align their efforts with buyers’ requirements to create and manage CX.
Design/methodology/approach
Integrating insights of practicing buyers and sellers in the pharmaceutical B2B industry, this study follows the phenomenological approach to understand their experience through their perspectives on the customer journey, touchpoints and DSM.
Findings
The findings of this study include convergence in the perspectives in journey stages, journey enablers, stakeholder involvement, touchpoint preference and DSM’s use. The study findings also include divergence in perspectives in the senior management engagement, journey enablers, selling center involvement, DSM purpose and usage of DSM platforms. These offer opportunities for sellers to align with buyer journey, touchpoints and DSM to create and manage CX.
Practical implications
Sellers in pharmaceutical B2B markets have been dependent on traditional knowledge to influence customer journey and touchpoints and the advent of DSM has enhanced the challenge. To avoid this confusion, sellers need to have clarity of customers’ expectations on the journey, touchpoints and DSM. This enables sellers to allocate their resources better to achieve the desired outcome in CX.
Originality/value
This first-of-its-kind study captured the convergence and divergence perspectives of pharmaceutical B2B buyer–seller dyads from the lens of the uncertainty reduction theory and social penetration theory. The study suggests opportunities for pharmaceutical sellers to create and manage CX.