He impact of relationship quality and self-service technology on company performance

• Autorzy: Papakonstantinidis Stavros , Kwiatek Piotr , Baltezarevic Radoslav

Identyfikatory

DOI

10.17512/pjms.2021.23.1.19

Warianty tytułu

PL

Wpływ jakości relacji i technologii samoobsługowej na działalność firmy

• Języki publikacji: EN

Abstrakty

EN

While technology boosts company performance and improves customer relationships, automation and customer self-service have put considerable pressure on B2B salespeople. The current paper offers a novel perspective on a rarely studied transactional business-to-business market. The coexisting presence of automated customer self-service and personal selling is explored to offer empirical data regarding the impact of transactional B2B on company performance. The novelty of the current study lies in the fact that the concurrent use of human-to-human and technology-mediated sales systems has scarcely been investigated concurrently. Three hypotheses are derived from transactional cost and social affect theories on responses from 202 professional buyers combined with company data. The results reveal that despite using technology in transactional B2B, the human touch is required in customer relationships. Companies should include salespeople in mediated customer transactions to achieve short-term (e.g., sales) and long-term (e.g., propensity to recommend) goals.

PL

Chociaż technologia zwiększa wydajność firmy i poprawia relacje z klientami, automatyzacja i samoobsługa klienta wywarły znaczny nacisk na sprzedawców B2B. Obecny artykuł oferuje nowatorskie spojrzenie na rzadko badany rynek transakcyjny między przedsiębiorstwami. Bada się współistniejącą obecność zautomatyzowanej samoobsługi klienta i sprzedaży osobistej, aby zaoferować dane empiryczne dotyczące wpływu transakcyjnego B2B na wyniki firmy. Nowość obecnego badania polega na fakcie, że jednoczesne stosowanie systemów sprzedaży typu „człowiek dla człowieka” i systemów sprzedaży opartych na technologii nie zostało zbadane jednocześnie. Trzy hipotezy wywodzą się z teorii kosztów transakcyjnych i wpływu społecznego na odpowiedziach 202 profesjonalnych nabywców w połączeniu z danymi firmy. Wyniki pokazują, że pomimo wykorzystania technologii w transakcyjnym B2B, w relacjach z klientami wymagany jest ludzki dotyk. Firmy powinny włączać sprzedawców do pośredniczących transakcji z klientami, aby osiągnąć cele krótkoterminowe (np. Sprzedaż) i długoterminowe (np. Skłonność do polecania).

Słowa kluczowe

EN

B2B selling; automated channels; human touch; self-service; relationship quality

PL

sprzedaż B2B; zautomatyzowane kanały; ludzki dotyk; samoobsługa; jakość relacji

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 23, No. 1
• Strony: 315--326
• Opis fizyczny: Bibliogr. 35 poz., rys., tab.

Twórcy

autor

Papakonstantinidis Stavros

• Central College, Iowa, USA

autor

Kwiatek Piotr

• American University of the Middle East in Kuwait

autor

Baltezarevic Radoslav

• Cyprus International Institute of Management, Nicosia, Cyprus

Bibliografia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).