講座題目：Advocate or Block? A Relational Perspective of Salesperson’s Communication Medium Use in Customer Contact（提倡還是反對(duì)：銷售與客戶互動(dòng)中的溝通媒介采用的關(guān)系學(xué)視角）
主講人：須俊 美國(guó)芝加哥德保羅大學(xué)
講座時(shí)間：2023年12月5日10:00
講座地點(diǎn)：學(xué)院419
主辦單位：武漢大學(xué)經(jīng)濟(jì)與管理學(xué)院市場(chǎng)營(yíng)銷與旅游管理系
講座主要內(nèi)容：
Salespeople’s use of electronic media (e.g., email, WeChat, Twitter, etc.) as the primary media in their communication with customers is a controversial issue. Take email for instance. Advocates believe that e-mail overcomes the time and geographic constraints and enhances the responsiveness to customers. Opponents, however, are concerned about the potential miscommunication introduced by e-mail. Given this controversy, an important research question is: If, and when, should customer contact people use electronic media to communicate with their customers?
To address this issue, this paper examines the boundary conditions for salespeople’s effective use of electronic media. Building upon the media richness theory (e.g., Daft et al., 1987) and social influence theory (e.g., Fulk et al., 1990), a model of a relational perspective of medium use theory is proposed and tested. Specifically, this paper models salespeople’s medium use effectiveness as a function of the nature of the relationships with their customers. It is proposed that the pre-established relationships (i.e., trust and relational norms) between salespeople and their customers influence salespeople’s media perceptions and choices. Empirical results generally supported this relational perspective of salesperson’s medium use theory.
銷售人員是否應(yīng)該依賴各類電子溝通媒介（比如電郵，微信，推特等）來(lái)接觸和溝通其客戶，這在銷售管理實(shí)踐中始終是個(gè)有爭(zhēng)議的話題。以電郵為例：擁護(hù)者認(rèn)為：電郵有效克服了銷售和客戶之間在地理以及時(shí)間上的阻隔和約束，能幫助銷售人員及時(shí)回復(fù)客戶的各類需求；反對(duì)者卻認(rèn)為：電郵往往會(huì)帶來(lái)很多潛在的銷售/客戶溝通過(guò)程中的誤會(huì)和曲解。基于上述的爭(zhēng)論，本文的研究課題是：銷售人員是否應(yīng)該依賴各類電子媒介來(lái)接觸溝通其客戶？如果是，那么在何種情況下使用電子媒介來(lái)接觸溝通客戶才算是有效的？為了回答上述問(wèn)題，本文提出了關(guān)于銷售人員使用電子媒介接觸溝通其客戶的有效邊界的觀點(diǎn)。根據(jù)媒介豐富度理論以及社會(huì)影響理論，本文提出了一個(gè)關(guān)于銷售人員與客戶溝通媒介選擇與使用的關(guān)系學(xué)觀點(diǎn)： 銷售人員與其客戶互動(dòng)溝通媒介的選擇和使用取決于----銷售與該客戶之間業(yè)已存在的關(guān)系牢固度（比如信任程度以及關(guān)系規(guī)范等）。本文的實(shí)證研究的結(jié)果也初步證實(shí)了這個(gè)觀點(diǎn)。
主講人簡(jiǎn)介：
須俊副教授目前任職于美國(guó)芝加哥德保羅大學(xué)（DePaul University）市場(chǎng)營(yíng)銷系。他畢業(yè)于美國(guó)佛羅里達(dá)大學(xué)（University of Florida）并獲得市場(chǎng)營(yíng)銷學(xué)博士學(xué)位。此前，他分別獲得復(fù)旦大學(xué)企業(yè)管理碩士學(xué)位和華東理工大學(xué)工商管理學(xué)士學(xué)位。須俊博士的研究涵蓋銷售管理、營(yíng)銷渠道管理，營(yíng)銷創(chuàng)新以及領(lǐng)導(dǎo)力管理等營(yíng)銷戰(zhàn)略管理領(lǐng)域。他的研究成果發(fā)表在多個(gè)知名國(guó)際學(xué)術(shù)期刊上，包括《Journal of Marketing》、《International Journal of Research in Marketing》、《Journal of Business Research》、《Academy of Management Learning & Education》、以及《Journal of Vocational Behavior》等。他曾獲得多項(xiàng)研究獎(jiǎng)項(xiàng)，包括American Marketing Association (AMA)、Global Sales Science Institute (GSSI) 以及 Institute for the Study of Business Markets (ISBM) 學(xué)會(huì)的優(yōu)秀論文獎(jiǎng)。須俊博士目前擔(dān)任《Journal of Business Research》期刊的編委。
