Influence of social media on customer satisfaction in b2b sales
Dr. KK Sabarirajan
Social media have changed the interaction of buyers and sellers, and increased involvement in selling through social media. It may draw positive results for sales organizations if salespeople utilize it positively. The study used the mediating effects of salesperson information communication behaviours between social media use and customer satisfaction. Using salesperson-reported data, within a B2B context, Regression used to find out the influences and it is found sales persons information communication have a positive relationship with customer satisfaction. Findings suggest that social media plays an important role in communicating information to customers. This encourages managers to carefully assess social media use of their sales force.