Using CRM in B2B Marketplaces

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.