讲座题目：Advocate or Block? A Relational Perspective of Salesperson’s Communication Medium Use in Customer Contact（提倡还是反对：销售与客户互动中的沟通媒介采用的关系学视角）

主讲人：须俊 美国芝加哥德保罗大学

讲座时间：2023年12月5日10:00

讲座地点：学院419

主办单位：老版新葡萄8883国际官网市场营销与旅游管理系

讲座主要内容：

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.

销售人员是否应该依赖各类电子沟通媒介（比如电邮，微信，推特等）来接触和沟通其客户，这在销售管理实践中始终是个有争议的话题。以电邮为例：拥护者认为：电邮有效克服了销售和客户之间在地理以及时间上的阻隔和约束，能帮助销售人员及时回复客户的各类需求；反对者却认为：电邮往往会带来很多潜在的销售/客户沟通过程中的误会和曲解。基于上述的争论，本文的研究课题是：销售人员是否应该依赖各类电子媒介来接触沟通其客户？如果是，那么在何种情况下使用电子媒介来接触沟通客户才算是有效的？为了回答上述问题，本文提出了关于销售人员使用电子媒介接触沟通其客户的有效边界的观点。根据媒介丰富度理论以及社会影响理论，本文提出了一个关于销售人员与客户沟通媒介选择与使用的关系学观点： 销售人员与其客户互动沟通媒介的选择和使用取决于----销售与该客户之间业已存在的关系牢固度（比如信任程度以及关系规范等）。本文的实证研究的结果也初步证实了这个观点。

主讲人简介：

须俊副教授目前任职于美国芝加哥德保罗大学（DePaul University）市场营销系。他毕业于美国佛罗里达大学（University of Florida）并获得市场营销学博士学位。此前，他分别获得复旦大学企业管理硕士学位和华东理工大学工商管理学士学位。须俊博士的研究涵盖销售管理、营销渠道管理，营销创新以及领导力管理等营销战略管理领域。他的研究成果发表在多个知名国际学术期刊上，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。他曾获得多项研究奖项，包括American Marketing Association (AMA)、Global Sales Science Institute (GSSI) 以及 Institute for the Study of Business Markets (ISBM) 学会的优秀论文奖。须俊博士目前担任《Journal of Business Research》期刊的编委。