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- Title
Endüstriyel Pazarlarda Satış Temsilcilerinin Sosyal Medya Kullanımı: Müşteri Yönelimi, Uyum Sağlayıcı Satış Davranışları ve Satış Performansı İlişkisi
- Authors
Aydın, Samet
- Abstract
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.
- Publication
Turkish Studies - Economics, Finance, Politics, 2021, Vol 16, Issue 2, p705
- ISSN
2667-5625
- Publication type
Article
- DOI
10.47644/TurkishStudies.48973