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首页> 外文期刊>JISTEM - Journal of Information Systems and Technology Management >Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector
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Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector

机译：企业客户选择营销渠道的决定因素：信息技术领域的分析

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摘要

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.
机译：基于对来自信息技术行业的505家企业客户的调查，本研究使用Logit统计模型来分析忠诚度，信任度，客户重要性，客户与供应商之间的亲密关系以及更换供应商的成本等因素是否会影响企业的选择。客户使用的营销渠道。结果表明，供应商和公司客户之间的亲密关系是决定客户偏好由制造商而非中介服务的决定因素。相比之下，客户对供应商重要性的认识与其与制造商直接提供服务的偏好关系不大，其他因素也没有被确定为（统计上重要的）营销渠道选择的决定因素。这些结果表明，直接销售渠道相对于间接销售渠道的真正优势在于其增强客户与制造商关系的能力，从而有助于开发出更好地满足企业客户需求的解决方案。

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