دانلود رایگان مقاله انگلیسی دیجیتال، رسانه اجتماعی و بازاریابی موبایل در خرید صنعتی: نیاز به تقسیم بندی مشتری - الزویر 2018

ABSTRACT

This study investigates the necessity of customer segmentation in industrial buying regarding Digital, Social Media, and Mobile Marketing (DSMM) from the perspective of a German sensor supplier. First, we conduct a systematic literature review, extracting 37 articles in which our team of researchers jointly with a team of sales representatives of the supplier identify five changes in information behavior associated to customer segmentation: Increasing requirements for information, increasing number of sources, increasing information demands regarding data security and use of mobile devices as well as social media in industrial buying. Thereupon, we address the research question with an empirical study. Our sample includes 139 industrial enterprises from Poland and Germany, which purchase sensor technology from a common German supplier. We test the impact of the buying frequency, the function of the person buying, the industry sector and the country of origin on the perception of the five developments identified in our literature review related to DSMM. Based on these findings, we derive strategies for customer segmentation associated to DSMM in industrial buying.

7. Conclusion

Our paper investigates changing information behavior in industrial buying in context of DSMM. Within a sample of 139 industrial enterprises in Poland and Germany that are buyers for a single German industrial supplier, representatives evaluated five statements regarding changing information behavior related to DSMM which were derived from our systematic literature review. Furthermore, the opinion of sales division representatives from the industrial sensor supplier examined was integrated whilst deriving those changes in buying behavior. We investigate potentially influential factors on these changes in buying behavior: Frequency of buying, the function of the buyer, and the industry sector. From 20 sub-hypothesis in total, seven are confirmed, twelve are not supported and once, the results are opposite the prediction.

The frequency of buying shows a positive correlation with requirement for information and a negative correlation with future requirement for information concerning data security. We also find that production and management functions within an enterprise have a larger tendency towards using mobile devices in industrial buying. Regarding the industry sector, the automotive industry expects a lower impact on requirements for information through DSMM than machine building as well as electrical and ICT industries. Further, the electrical industry expects a higher increase in sources used for industrial buying than machine building as well as electrical and ICT industries. Finally, whereas German respondents expect higher information requirements as well as information requested regarding security, Polish respondents expect a higher increase in usage of mobile devices in industrial buying.