Krush Publishes About B2B Sales

Mike Krush, Associate Professor of Marketing and Director of the Center for Professional Selling and Sales Technology has co-authored a paper titled, “Social media: Influencing customer satisfaction in B2B sales". The paper has recently been published in Industrial Marketing Management and is currently No. 2 on its most downloaded paper list in the last 90 days: https://www.journals.elsevier.com/industrial-marketing-management/most-downloaded-articles

Mike has been prolific in publishing in the areas of B2B (business-to-business) and sales. 

Social media: Influencing customer satisfaction in B2B sales

Abstract:

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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