Social media: Influencing customer satisfaction in B2B sales |
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| Affiliation: | 1. The University of Texas at Arlington, 701 West Street, Arlington, TX 76019, United States;2. Central Michigan University, 100 Smith Hall, Mt. Pleasant, MI 48859, United States;3. Kent State University, 475 Terrace Drive, Kent, OH 44242, United States;4. North Dakota State University, 316 Richard H. Barry Hall, 811 2nd Avenue, North, Fargo, ND 58108, United States;1. University of Trieste, Department of Economics, Management, Mathematics, and Statistics “Bruno de Finetti”, Via Valerio 4/1, 34127 Trieste, Italy;2. Turku Institute for Advanced Studies, Turku School of Economics, Department of Marketing 20014, University of Turku, Finland;1. King''s College London, 150 Stamford Street, London, SE1 9NH, UK;2. Birkbeck, University of London, Torrington Square, Bloomsbury, London, WC1E 7HX, UK;3. Loughborough University, Loughborough, Leicestershire, LE11 3TU, UK;1. Ohio University, Athens, OH 45701, United States;2. University of Texas-Arlington, Arlington, TX 76019, United States;3. Northern Arizona University, W.A. Franke College of Business, P.O. Box 15066, Flagstaff, AZ 86001, United States;4. Marquette University, Milwaukee, WI 53233, United States;1. Hospitality Management & Marketing Department, Adnan Kassar School of Business, Lebanese American University, Beirut, Lebanon;2. University of Texas at Arlington, 701 S. West St., Room 228, Arlington, TX 76019-0469, United States;3. Department of Marketing and Hospitality Services Administration, Central Michigan University, Smith Hall 100, Mt. Pleasant, MI 48859, United States |
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| 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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