Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in India

Raj Agnihotri, Kevin J Trainor, Omar S. Itani, Michael Rodriguez

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that salespeople using CRM technology in conjunction with social media are more likely to exhibit higher levels of SSBs than their counterparts with low social media technology use.

Original languageEnglish (US)
Pages (from-to)144-154
Number of pages11
JournalJournal of Business Research
Volume81
DOIs
StatePublished - Dec 1 2017

Fingerprint

Service behavior
India
Customer relationship management
Media use
Social media
Salesperson
Technology use
Empathy
Salespeople
Business to business
Customer relationship
Direct effect
Inducement
Communication

Keywords

  • CRM
  • Salesperson service behaviors
  • Social CRM
  • Social media
  • Social selling

ASJC Scopus subject areas

  • Marketing

Cite this

Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in India. / Agnihotri, Raj; Trainor, Kevin J; Itani, Omar S.; Rodriguez, Michael.

In: Journal of Business Research, Vol. 81, 01.12.2017, p. 144-154.

Research output: Contribution to journalArticle

@article{099c828b2a4a4091a3745bf595f2ceea,
title = "Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in India",
abstract = "Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that salespeople using CRM technology in conjunction with social media are more likely to exhibit higher levels of SSBs than their counterparts with low social media technology use.",
keywords = "CRM, Salesperson service behaviors, Social CRM, Social media, Social selling",
author = "Raj Agnihotri and Trainor, {Kevin J} and Itani, {Omar S.} and Michael Rodriguez",
year = "2017",
month = "12",
day = "1",
doi = "10.1016/j.jbusres.2017.08.021",
language = "English (US)",
volume = "81",
pages = "144--154",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

TY - JOUR

T1 - Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in India

AU - Agnihotri, Raj

AU - Trainor, Kevin J

AU - Itani, Omar S.

AU - Rodriguez, Michael

PY - 2017/12/1

Y1 - 2017/12/1

N2 - Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that salespeople using CRM technology in conjunction with social media are more likely to exhibit higher levels of SSBs than their counterparts with low social media technology use.

AB - Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that salespeople using CRM technology in conjunction with social media are more likely to exhibit higher levels of SSBs than their counterparts with low social media technology use.

KW - CRM

KW - Salesperson service behaviors

KW - Social CRM

KW - Social media

KW - Social selling

UR - http://www.scopus.com/inward/record.url?scp=85028538573&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85028538573&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2017.08.021

DO - 10.1016/j.jbusres.2017.08.021

M3 - Article

AN - SCOPUS:85028538573

VL - 81

SP - 144

EP - 154

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -