A influência das novas tecnologias de comunicação na necessidade
 de contatos presenciais entre vendedores e compradores

Resumo

Objective – This study intends to evaluate the influence of new communication technologies in terms of the need for face to face contacts between sellers and buyers. This study intends to evaluate how new communication technologies have influenced, and determined the need for, face to face contacts between sellers and customers. Methodology – A field survey was conducted with a quantitative, in-person questionnaire on behalf of Conjoint Analysis, focusing on the buyers for 111 construction material stores in Rio de Janeiro, in order to understand the relevancy of each seller attribute, among them the frequency of visits, as valued by the clients. Respondents were grouped according to their greater or lesser familiarity with communication technologies, thereby allowing the comparison of results. Results – It has been show that buyers with less familiarity with communication technologies value frequent visits more than buyers with greater familiarity, as their most important attribute is their speed of responses when utilizing instant messaging. Limitations – The main limitations are related to the sample being concentrated in the construction material stores, thereby reducing the amplitude of the analysis. Future research can evaluate results in other industries, or understand how sales managers are adjusting teams, tools, and processes to fit the attributes of salespeople valued by customers. Applicability of the job – From these results, organizations and especially sales leadership can better understand the seller attributes most valued by each type of customer, and adjust the teams, tools and processes to adapt those attributes to all salespeople. Contributions to society – Understanding the relevance of vendors' attributes to customers will help them better meet customer expectations, thereby reducing problems and increasing satisfaction. Originality – To my knowledge, this is the first study that analyzes the impact of communication technologies on relationships between buyers and sellers, part of which is the need for seller visits.

Ficha do documento

Tipo

Dissertação

Ano

2018

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/25845

Temas

Tecnologia

Palavras-chave

Visita presencialAtributos do vendedorTecnologias de comunicaçãoWhatsAppRelevância para o clienteComportamento humanoIn-person visitVendor/Seller attributesCommunication technologiesInstant messagingCustomer preferencesHuman behaviorAdministração de empresasMarketingVendasInovações tecnológicas