پژوهش های برتر | پروپوزال آماده، مدیریت استراتژیک شرکت ها، پلن های کسب و کار
عنوان انگلیسی مقاله:
Social media: Influencing customer satisfaction in B2B sales
ترجمه عنوان مقاله: رسانه های اجتماعی: تاثیر رضایت مشتری در فروش B2B
رشته: مدیریت بازاریابی
سال انتشار: ۲۰۱۶
تعداد صفحات مقاله انگلیسی: ۳۵ صفحه
منبع: ساینس دایرکت
نوع فایل: pdf
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Abstarct
Social media have changed how buyers and sellers interact, and increased involvement through social media may yield positive results for sales organizations if salespeople utilize it in facilitating their behaviors. Through the perspective of value creation, we test the mediating effects of salesperson information communication behaviors between social media use and customer satisfaction. Using salesperson-reported data, within a B2B context, we empirically test a model using structural equation modeling. Salesperson’s use of social media is found to impact information communication behaviors, which enhance salesperson responsiveness and customer satisfaction. Also, salesperson responsiveness is found to have a positive relationship with customer satisfaction. Findings suggest that social media plays an important role in communicating information to customers, but as an antecedent enhancing salesperson behaviors to increase customer satisfaction rather than a direct factor. This encourages managers to carefully assess goals related to social media use of their sales force.
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Introduction
Social media is changing our world. Through the advent of smartphones and social media, accessibility of information is higher than it ever has been before. Customers are frequently asked to “like” companies on Facebook, to “follow” companies on Twitter, or to “connect” via LinkedIn. As a result, customers are becoming better connected to companies, more knowledgeable about product selections, and more powerful in buyer-seller relationships. In broad terms, incorporating the use of social media in customer interactions is a logical progression for firms to expand communication with their customers (Avlonitis & Panagopoulos, 2010). For instance, trade-media encourage the use of social media (e.g.Wirthman, 2013) for firms, suggesting that social media is important for business as it aids in generating business exposure, increasing traffic, and providing marketplace insight (Stelzner, 2012).
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