支持者和反对者:考察供应商宣传在客户重新获取中的作用

IF 3.9 Q2 BUSINESS
Mark P. Leach, Annie H. Liu, E. Pullins, Sijun Wang
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引用次数: 3

摘要

摘要重新获得失去的客户通常比获得新客户更容易、更快、更便宜。因此,重新获取活动已成为销售的重要基础方面。提高我们对企业对企业销售人员的客户重新获取努力的理解是本研究的主要目标。当客户离开时,他们会留下与供应商的个人关系网络。这项研究考察了销售人员对这些联系的评估与销售人员的努力和重新获得成功之间的关系。我们区分支持销售人员的购买中心成员(即拥护者)和反对销售人员的成员(即对手)。开发了一个概念模型,结果表明,客户组织中的倡导者提高了销售努力和重新获取的水平,而对手则增加了销售人员对重新获取难度的感知。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Advocates and adversaries: examining the role of supplier advocacy on customer reacquisition
Abstract Reacquiring a lost customer is often easier, faster, and less expensive than acquiring a new customer. Thus, reacquisition activities have become important fundamental aspects of selling. Improving our understanding of the customer reacquisition efforts of business-to-business salespeople is the primary objective of this study. When customers leave, they leave behind a network of personal connections with the supplier. This research examines how assessments of these connections by salespeople relate to salesperson effort and reacquisition success. We distinguish between buying center members who support a salesperson (i.e., advocates) and those who work against the salesperson (i.e., adversaries). A conceptual model is developed and results show that advocates in a customer organization enhance both sales effort and the level of reacquisition while adversaries increase salesperson perceptions of reacquisition difficulty.
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来源期刊
CiteScore
5.70
自引率
36.40%
发文量
32
期刊介绍: As the only scholarly research-based journal in its field, JPSSM seeks to advance both the theory and practice of personal selling and sales management. It provides a forum for the exchange of the latest ideas and findings among educators, researchers, sales executives, trainers, and students. For almost 30 years JPSSM has offered its readers high-quality research and innovative conceptual work that spans an impressive array of topics-motivation, performance, evaluation, team selling, national account management, and more. In addition to feature articles by leaders in the field, the journal offers a widely used selling and sales management abstracts section, drawn from other top marketing journals.
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