Social media: Influencing customer satisfaction in B2B sales

Raj Agnihotri, Rebecca Dingus, Michael Y. Hu, Michael T. Krush

Research output: Contribution to journalArticlepeer-review

273 Scopus citations

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.

Original languageEnglish
Pages (from-to)172-180
Number of pages9
JournalIndustrial Marketing Management
Volume53
DOIs
StatePublished - Feb 1 2016

Keywords

  • Customer satisfaction
  • Information communication
  • Sales management
  • Salesperson social media use

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