Endüstriyel Pazarlarda Satış Temsilcilerinin Sosyal Medya Kullanımı: Müşteri Yönelimi, Uyum Sağlayıcı Satış Davranışları ve Satış Performansı İlişkisi

Endüstriyel pazarlarda satış temsilcileri genellikle işletmelerin müşterileri ile kurdukları ilişkilerde en önemli rolü üstlenmektedir. Satış temsilcileri, işletme içi süreçlerde müşterilerini temsil etmekte ayrıca müşteri tarafında da adeta bir danışman görevini üstlenerek müşteri sorun ve ihtiyaçlarına çözüm getirmeye çalışmaktadır. Satış temsilcilerinin müşterilerin sorunlarını gidermek ve ihtiyaçlarını karşılamak için kullandıkları araçlardan biri de sosyal medyadır. Önceleri bireysel amaçlar ile kullanılan sosyal medya platformları günümüzde aday müşterilerin bulunması, müşteriler ile temas kurulması ve satış süreçlerinde gerekli iletişimin yönetilmesi gibi aşamalara destek vermektedir. Ayrıca sektör ve rakipler ile ilgili olarak da sosyal medya satış temsilcileri için önemli birer bilgi kaynağı halini almıştır. Bu araştırmada endüstriyel pazarlarda satış temsilcilerinin sosyal medya kullanımı müşteri yönelimi, uyum sağlayıcı satış davranışları ve satış performansı bağlamında ele alınmıştır. Literatür taraması sonucunda araştırma değişkenleri için belirlenen ölçüm formu endüstriyel pazarlarda çalışan satış temsilcilerine uygulanmıştır. Araştırmada elde edilen veri (n = 408) kovaryans bazlı Yapısal Eşitlik Modellemesi kullanılarak AMOS 21 yazılımı ile analiz edilmiştir. Araştırma sonucunda endüstriyel pazarlarda müşteri yöneliminin satış temsilcilerinin sosyal medya kullanımı ve uyum sağlayıcı satış davranışlarına olumlu etki yaptığı bulunmuştur. Satış temsilcilerinin sosyal medya kullanımı uyum sağlayıcı satış davranışlarını da pekiştirmektedir. Araştırmanın bir diğer bulgusu ise uyum sağlayıcı satış davranışlarının satış performansı üzerindeki olumlu etkisinin belirlenmiş olmasıdır. Sosyal medyanın iş sonuçlarına etkilerini inceleyen araştırmaların artış göstermekte olduğu ancak söz konusu alanda Türkiye özelinde yapılan çalışmaların kısıtlı olduğu gözetildiğinde bu araştırmanın literatüre katkı sağlayacağı düşünülmektedir.

The Use of Social Media by Sales Representatives in Industrial Markets: Customer Orientation, Adaptive Selling Behavior, and Sales Performance Relationship

In industrial markets, sales representatives usually play the most important role in the relationships that businesses establish with their customers. Sales representatives represent their customers in in-house processes and also act as a consultant on the customer side and try to solve customer problems and needs. With the development of technology, social media has become a useful tool that can be used by sales representatives. The platforms, which were used for individual purposes in the past, today support stages such as finding candidate customers, contacting customers, and managing the necessary communication in sales processes. In addition, social media has become an important source of information for sales representatives regarding the sector and competitors. This research tried to explore the relationship between the use of social media by sales representatives in industrial markets with customer orientation, adaptive selling behaviors, and sales performance. As a result of the literature review, the measurement form determined for the research variables was applied to the sales representatives working in the industrial markets. The data obtained in the study (n = 408) were analyzed with AMOS 21 software using the covariance-based Structural Equation Modeling. As a result of the research, it was found that customer orientation in industrial markets has a positive effect on sales representatives' use of social media and adaptive selling behavior. The use of social media by sales representatives also reinforces adaptive selling behavior. Another finding of the study is that the positive effect of adaptive selling behavior on sales performance was determined. Considering that the studies on the effect of social media on business results are increasing, but given the limited studies conducted for Turkey, this research is expected to contribute to the literature.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ