A relational approach to sales force automation (SFA): a study of the pharmaceutical sector in Tunisia

Purpose The purpose of this study is to explore the relationship between sales force automation (SFA) and client loyalty, addressing a critical gap in the field. By examining key variables influencing this correlation, this study emphasizes the role of SFA in enhancing service quality and customer satisfaction, which are essential for building loyalty. Through a quantitative analysis of 260 sales delegates, the research tests its hypotheses and provides valuable insights. The findings offer theoretical contributions and practical recommendations for managers aiming to leverage SFA tools effectively to improve customer loyalty and achieve long-term business success. Design/methodology/approach This study adopts a quantitative research methodology to investigate the relationship between SFA and client loyalty. Data was collected through an online questionnaire distributed to 260 sales representatives in the pharmaceutical sector. The questionnaire was designed to measure key variables, including SFA usage, service quality, customer satisfaction and loyalty. Statistical analysis, including reliability tests and regression analysis, was performed to validate the measurement scales and test the research hypotheses. This approach ensured objective insights and allowed for the identification of significant relationships between SFA implementation and its impact on enhancing service quality and fostering client loyalty. Findings The findings of this study reveal a significant positive relationship between SFA and client loyalty. The results demonstrate that SFA enhances service quality, which, in turn, increases customer satisfaction – a critical mediator in fostering loyalty. The data further highlights that effective SFA implementation improves sales representatives’ efficiency, enabling them to build stronger, trust-based relationships with clients. Additionally, this study identifies service quality improvement as a pivotal factor in sustaining long-term customer loyalty. These findings offer practical implications for managers, emphasizing the importance of adopting SFA tools to strengthen customer relationships and achieve higher levels of client retention. Originality/value The originality of this study lies in its focused examination of the relationship between SFA and client loyalty, particularly within the pharmaceutical sector, a context that remains underexplored in existing literature. Unlike previous studies, this research emphasizes the mediating role of service quality and customer satisfaction in fostering loyalty, providing a nuanced understanding of how SFA impacts client relationships. By using a robust quantitative methodology and gathering insights from 260 sales delegates, this study offers fresh theoretical contributions and actionable recommendations, bridging a critical gap and equipping managers with strategies to leverage SFA for sustained business success.