Influence of social media usage by salespeople on customer satisfaction in Malaysian B2B environment

Yeo, Eric (2020) Influence of social media usage by salespeople on customer satisfaction in Malaysian B2B environment. [Dissertation (University of Nottingham only)]

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There have been many studies on the use of social media in the B2C context as compared to B2B firms. At the same time, there are not many empirical researches to identify the roles of social media play in B2B, regardless or relationship marketing, buying process, customer satisfaction and or firm performance.

This paper aimed to address the gap in empirical research by examining the role of social media usage by B2B salespeople on customer satisfaction. Previously, a study was done by using salespeople to measure the perception of customer satisfaction. We acknowledge that there may not be an accurate representation of what the customer may perceive and address that limitation by a quantitative survey which our target audience is the customer themselves. We specifically focus on the food and beverage manufactures in Malaysia.

We gather 107 respondents and analyze three predictor variables; social media usage by salespeople, responsiveness of salespeople and trustworthiness of salespeople, to measure their influence on customer satisfaction using multiple regression on SPSS. Regression analysis shows that only responsiveness and trustworthiness positively effect customer satisfaction. We also subject the data into PROCESS for mediation analysis and found that both trustworthiness and responsiveness partially mediate the relationship between social media and customer satisfaction.

Results from multiple regression shows a surprising result whereby social media usage by salespeople does not positively influence customer satisfaction. Both the salespeople behavior of trustworthiness and responsiveness does improve customer satisfaction. Mediation analysis by PROCESSS yields both responsiveness and trustworthiness partially mediate the relationship between social media usage and customer satisfaction.

Item Type: Dissertation (University of Nottingham only)
Keywords: social media, B2B, customer satisfaction, salespeople, responsiveness, trustworthiness
Depositing User: Yeo, Eric
Date Deposited: 14 Aug 2020 02:50
Last Modified: 23 Feb 2021 08:48

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