مقاله انگلیسی رایگان در مورد ارتباطات، تعامل و رضایت در روابط B2B (الزویر)

مقاله انگلیسی رایگان در مورد ارتباطات، تعامل و رضایت در روابط B2B  (الزویر)

 

مشخصات مقاله
انتشار  مقاله سال ۲۰۱۷
تعداد صفحات مقاله انگلیسی  ۱۲ صفحه
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منتشر شده در نشریه الزویر
نوع مقاله ISI
عنوان انگلیسی مقاله Communication, interactivity, and satisfaction in B2B relationships
ترجمه عنوان مقاله ارتباطات، تعامل و رضایت در روابط B2B
فرمت مقاله انگلیسی  PDF
رشته های مرتبط  مدیریت
گرایش های مرتبط  مدیریت کسب و کار
مجله مدیریت بازاریابی صنعتی – Industrial Marketing Management
دانشگاه Eastern Michigan University
کلمات کلیدی ارتباطات شخصی، ارتباطات دیجیتال، ارتباط غیرمعمول، تعامل، رضایت، روابط بنگاه به بنگاه
کد محصول E5194
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بخشی از متن مقاله:
۱٫ Introduction

Communication is one of the most effective relationship building strategies and a key determinant of outcomes in business-to-business (B2B) relationships (Anderson & Narus, 1990; Grewal, Comer, & Mehta, 2001; Hung & Lin, 2013; Lindberg-Repo & Grönroos, 2004; Mohr & Spekman, 1994; Palmatier, Dant, Grewal, & Evans, 2006; Palmatier, Gopalakrishna, & Houston, 2006). Effectively listening and responding to buyers can have a dramatic impact on a firm’s ability to compete (Duncan, 1972; Ramani & Kumar, 2008) and increasingly occurs on the Internet. Yet as new technologies such as the Internet and social media have spread and use of digital communication has grown rapidly, changing the management of relationships between buyers and suppliers, there has been little academic scholarship on the role of new communication media in B2B relationships (Obal & Lancioni, 2013). A better understanding of the impact of different communication modes on relational exchange between organizations can benefit not only academics but also help managers better satisfy buyer needs and develop competitive advantage. This study examines how modes of communication that differ in terms of interactivity impact satisfaction in relationships between organizations in supply chains and marketing channels. Web 2.0 social media like Facebook, LinkedIn, Twitter, YouTube, Chatter, and Google Docs have led to increased use of digital communication between buyer and seller organizations. These new media facilitate information sharing within and between organizations by changing the nature and number of communication alternatives available to managers. The information shared can include instrumental information like product specifications and delivery times that are task related (Joshi, 2009; Sheng, Brown, & Nicholson, 2005) as well as social information that strengthens bonds between buyers and suppliers (Berry, 1995; Palmatier, Gopalakrishna, et al., 2006). We develop a conceptual model to examine the impact of different modes of communication in B2B relationships using research from marketing including Duncan and Moriarty’s (1998) communicationbased model of relationship marketing, Mohr and Nevin’s (1990) model of communication for marketing channels, and Joshi’s (2009) collaborative communication and control model as well as research from communication including Daft and Lengel’s (1986) media richness theory, Dennis and Valacich’s (1999) media synchronicity theory, and Lasswell’s model of communication (1948). We distinguish B2B from B2C (business-to-consumer) relationships based on the nature of the transaction: intermediate or final. Intermediate transactions in B2B markets typically occur between organizations and are always followed by a subsequent transaction in an output market in contrast to final transactions in B2C markets where no subsequent output market transaction occurs (Sashi, 1990; Sashi & Stern, 1995). We address two questions about relationships between buyers and suppliers in intermediate transactions: ۱٫ How interactive is digital communication relative to personal faceto-face (F2F) and impersonal communication? 2. Which dimensions of interactivity are more or less likely to promote satisfaction with the relationship?

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