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The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Empirical Analysis of SFA (Sales Force Automation) System Utilization Level and Performance in Pharmaceutical Companies in Korea

국내 제약기업에서의 SFA(sales Force Automation) 시스템 활용수준과 기업성과의 실증분석

  • Jang, Kyoung won (Department of Pharmaceutical Quality, Daewon University College) ;
  • Ko, Gunhyuk (School of Pharmacy, Sungkyunkwan University) ;
  • Ha, Dongmun (School of Pharmacy, Sungkyunkwan University)
  • 장경원 (대원대학교 제약품질관리과) ;
  • 고건혁 (성균관대학교 약학대학) ;
  • 하동문 (성균관대학교 약학대학)
  • Received : 2018.08.14
  • Accepted : 2018.11.02
  • Published : 2018.11.30
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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.

많은 제약기업에서 영업사원들을 위하여 SFA 시스템을 운영하고 있다. SFA 시스템은 영업사원들의 다양한 행동에 활용되고 있는데 국내에서는 SFA 활용성과에 대한 실증분석 연구가 부족한 실정이다. 본 연구에서는 제약회사 영업사원을 대상으로 SFA 시스템의 활용도와 그에 따른 비재무적 성과를 설문을 통해 조사하였다. 조사대상은 제약 영업사원으로 구성된 제약 커뮤니티 회원 347명을 대상으로 2018년 3월 13일부터 4월 30일까지 18일 동안 온라인으로 조사하였다. 유효 응답률은 23.1%(80/347)이었다. 분석 결과 SFA 시스템 활용 수준이 높을수록 비재무적 성과가 높은 것으로 나타났다. 회사 구분별로는 국내 기업보다는 외국계 기업이 활용 수준이 높았다. SFA 활용 수준 항목 중 지원 서비스 항목에 대해 외국기업이 국내 기업보다 1.47점(3.65, 2.18) 높게 나타났고, SFA 성과 항목 중에서는 고객만족도 항목에 대해 외국기업이 국내 기업보다 1.47점(3.16, 1.69) 높게 나타났다. 이는 국내사의 SFA 개발 및 운영방식이 영업사원에 대한 지원 서비스 및 고객만족 중심이 아닌 관리 통제에 중심을 두는 것을 시사한다. 이번 연구를 통하여 국내 기업의 경우 SFA 시스템 운영 시 영업사원 지원 및 고객만족 정보제공 기능이 강화되어야 할 것으로 사료되었다.

Keywords

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Fig. 1. Study model

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Fig 2. Scatter flot of SFA system utilization and non-financial performance

Table 1. Summary of measure value

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Table 2. Respondent characteristics

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Table 3. SFA utilization and Non-financial performance difference by company group

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Table 4. Analysis of SFA utilization and non-financial performance according to general characteristics

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Table 5. Regression analysis of SFA utilization factors for non-financial performance

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