The impact of new technologies on customer satisfaction and business to business customer relationships: Evidence from the soft drinks industry

Ryding, Daniella (2010) The impact of new technologies on customer satisfaction and business to business customer relationships: Evidence from the soft drinks industry. Journal of Retailing and Consumer Services, 17 (3). pp. 224-228. doi:10.1016/j.jretconser.2010.03.008

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Sales technology has been touted as a primary tool for enhancing customer relationship management (CRM) and thus improving overall customer satisfaction. The marketing, IT, and practitioner literatures make numerous references to the impact of CRM on business orientation and performance. However, according to Richard et al. (2007), not many studies have investigated customer relationship technology adopted by a firm and the impact on relationship development. The aim of this paper is to examine the relative impact of new technologies on improving customer relations and overall customer satisfaction within the sales industry. New technologies have revolutionised the workplace and have become an integral part of organisations throughout the world (Forster, 2000). Driving this revolution are two powerful new forces, cyberspace and computing power. This article defines three key terms which include CRM, customer satisfaction and new technologies and evaluates the impact of these emerging technological developments on relationships and customer satisfaction in a sales force/customer context. Primary research was conducted using two focus groups consisting of nine participants from Britvic. The analysis reveals that technology is both beneficial and essential within the sales force industry for both the sales representative and their customers and provides an insight into the impact of technology on the sales force/customer relationship. The paper concludes with reference to new technologies and the future.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Consumer Satisfaction; Relationships Customer Orientation; Customer Relationship Management (CRM); Sales Force Automation (SFA); New Technologies
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 11 May 2015 13:24
Last Modified: 07 Aug 2023 14:51

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