Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Journal of Information Systems and Technology Management (Online) |
Texto Completo: | https://www.revistas.usp.br/jistem/article/view/53063 |
Resumo: | Based on a survey of 505 corporate clients from the information technology industry, this study uses a logit statistical model to analyze whether such factors as loyalty, trust, client importance, intimacy between customer and supplier and the cost of changing suppliers may affect the choice of the marketing channel used by the client. The results show that the greater intimacy between a supplier and a corporate client is a determining factor for the client's preference for being served by the manufacturer rather than an intermediary. In contrast, clients' perception of their own importance to the supplier is not very relevant to their preference for being served directly by the manufacturer, and the other factors were not identified as (statistically important) determinants of the choice of the marketing channel. These results suggest that the real advantage of the direct sales channel over the indirect sales channel lies in its ability to strengthen the client-manufacturer relationship, thereby contributing to the development of solutions that better serve the needs of corporate clients. |
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Journal of Information Systems and Technology Management (Online) |
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Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector Marketing channelsBuyer-supplier relationshipbusiness-to-business (B2B)Information technology Based on a survey of 505 corporate clients from the information technology industry, this study uses a logit statistical model to analyze whether such factors as loyalty, trust, client importance, intimacy between customer and supplier and the cost of changing suppliers may affect the choice of the marketing channel used by the client. The results show that the greater intimacy between a supplier and a corporate client is a determining factor for the client's preference for being served by the manufacturer rather than an intermediary. In contrast, clients' perception of their own importance to the supplier is not very relevant to their preference for being served directly by the manufacturer, and the other factors were not identified as (statistically important) determinants of the choice of the marketing channel. These results suggest that the real advantage of the direct sales channel over the indirect sales channel lies in its ability to strengthen the client-manufacturer relationship, thereby contributing to the development of solutions that better serve the needs of corporate clients. TECSI - FEA - Universidade de São Paulo. Faculdade de Economia, Administração, Contabilidade e Atuária2012-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/jistem/article/view/5306310.4301/S1807-17752012000300005Journal of Information Systems and Technology Management; v. 9 n. 3 (2012); 515-540Journal of Information Systems and Technology Management; Vol. 9 No. 3 (2012); 515-540Journal of Information Systems and Technology Management; Vol. 9 Núm. 3 (2012); 515-5401807-1775reponame:Journal of Information Systems and Technology Management (Online)instname:Universidade de São Paulo (USP)instacron:USPenghttps://www.revistas.usp.br/jistem/article/view/53063/57116Copyright (c) 2018 JISTEM - Journal of Information Systems and Technology Management (Online)info:eu-repo/semantics/openAccessSoares, GuilhermeBortoluzzo, Adriana BruscatoBarros, Henrique Machado2014-05-18T13:33:47Zoai:revistas.usp.br:article/53063Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-1775&lng=pt&nrm=isoPUBhttps://old.scielo.br/oai/scielo-oai.php||jistem@usp.br1807-17751807-1775opendoar:2014-05-18T13:33:47Journal of Information Systems and Technology Management (Online) - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
title |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
spellingShingle |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector Soares, Guilherme Marketing channels Buyer-supplier relationship business-to-business (B2B) Information technology |
title_short |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
title_full |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
title_fullStr |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
title_full_unstemmed |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
title_sort |
Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector |
author |
Soares, Guilherme |
author_facet |
Soares, Guilherme Bortoluzzo, Adriana Bruscato Barros, Henrique Machado |
author_role |
author |
author2 |
Bortoluzzo, Adriana Bruscato Barros, Henrique Machado |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Soares, Guilherme Bortoluzzo, Adriana Bruscato Barros, Henrique Machado |
dc.subject.por.fl_str_mv |
Marketing channels Buyer-supplier relationship business-to-business (B2B) Information technology |
topic |
Marketing channels Buyer-supplier relationship business-to-business (B2B) Information technology |
description |
Based on a survey of 505 corporate clients from the information technology industry, this study uses a logit statistical model to analyze whether such factors as loyalty, trust, client importance, intimacy between customer and supplier and the cost of changing suppliers may affect the choice of the marketing channel used by the client. The results show that the greater intimacy between a supplier and a corporate client is a determining factor for the client's preference for being served by the manufacturer rather than an intermediary. In contrast, clients' perception of their own importance to the supplier is not very relevant to their preference for being served directly by the manufacturer, and the other factors were not identified as (statistically important) determinants of the choice of the marketing channel. These results suggest that the real advantage of the direct sales channel over the indirect sales channel lies in its ability to strengthen the client-manufacturer relationship, thereby contributing to the development of solutions that better serve the needs of corporate clients. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-12-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/jistem/article/view/53063 10.4301/S1807-17752012000300005 |
url |
https://www.revistas.usp.br/jistem/article/view/53063 |
identifier_str_mv |
10.4301/S1807-17752012000300005 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/jistem/article/view/53063/57116 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 JISTEM - Journal of Information Systems and Technology Management (Online) info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 JISTEM - Journal of Information Systems and Technology Management (Online) |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
TECSI - FEA - Universidade de São Paulo. Faculdade de Economia, Administração, Contabilidade e Atuária |
publisher.none.fl_str_mv |
TECSI - FEA - Universidade de São Paulo. Faculdade de Economia, Administração, Contabilidade e Atuária |
dc.source.none.fl_str_mv |
Journal of Information Systems and Technology Management; v. 9 n. 3 (2012); 515-540 Journal of Information Systems and Technology Management; Vol. 9 No. 3 (2012); 515-540 Journal of Information Systems and Technology Management; Vol. 9 Núm. 3 (2012); 515-540 1807-1775 reponame:Journal of Information Systems and Technology Management (Online) instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Journal of Information Systems and Technology Management (Online) |
collection |
Journal of Information Systems and Technology Management (Online) |
repository.name.fl_str_mv |
Journal of Information Systems and Technology Management (Online) - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
||jistem@usp.br |
_version_ |
1748936864231849984 |