Complementary Effects of CRM and Social Media on Customer Co-creation and Sales Performance in B2B Firms: The Role of Salesperson Self-Determination Needs
Information & Management
This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and their interaction support salespeople in their value co-creation efforts through the mediating role of knowledge enriched by these tools. The results indicate a significant moderating effect of salesperson job autonomy and sales quota ease in enhancing the relationship between knowledge and value co-creation. The study concludes by discussing important implications that stem from our analyses.
Print ISSN: 0378-7206; Online ISSN: 1872-7530
Social media; CRM; Salesperson knowledge; Value co-creation; Self-determination needs; Sales performance
Kalra, Ashish, "Complementary Effects of CRM and Social Media on Customer Co-creation and Sales Performance in B2B Firms: The Role of Salesperson Self-Determination Needs" (2022). Management and Marketing Faculty Publications. 78.