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首页> 外文期刊>Journal of organizational computing and electronic commerce >Implementing A Sales Support app to Complement Face-to-Face Interaction: An Empirical Investigation of Business Value
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Implementing A Sales Support app to Complement Face-to-Face Interaction: An Empirical Investigation of Business Value

机译：实施销售支持应用程序以补充面对面的互动：对业务价值的实证调查

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摘要

Implementing a mobile application (app) to facilitate electronic commerce and to enhance interaction with customers is quite common in contemporary organizations, and research has shed light on the business value of implementing such apps. However, only few empirical studies have explored the business value of implementing an app that supports, rather than substitutes, face-to-face interaction with customers. This study empirically explores and documents the impact of implementing a sales support app that complements face-to-face interaction of a salesperson with a customer in the process of purchasing a new car. Two consecutive periods were compared, before (conventional process) and after (innovative process) app implementation. The results confirmed that the sales support app added business value to the implementing organization via increased visits (although virtual rather than physical) and car purchases. Yet, app visits increased relatively more than purchases did, resulting in an expected decrease in conversion rate.
机译：实施移动应用程序（APP）以促进电子商务，并加强与客户的互动在当代组织中很常见，研究阐明了实施此类应用的业务价值。然而，只有少数实证研究探索了实施支持的应用程序的业务价值，而不是替代与客户面对面的互动。本研究经验探索并记录实施销售支持应用程序的影响，这些应用程序在购买新车的过程中与客户在客户中互动。比较了两个连续的时期，之前（常规过程）和（创新过程）应用程序实现。结果证实，销售支持应用程序通过增加的访问（虽然虚拟而非物理）和汽车购买增加了业务价值。然而，应用访问比购买量相对越来越多，导致转换率的预期降低。

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