Electronic Marketing in Business-to-Business Markets – User Related Benefits of Sales Configurators

Tommi Mahlamäki, Kati Stormi, Lauri Saarivuori, Mika Ojala

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

1 Citation (Scopus)
20 Downloads (Pure)

Abstract

Electronic marketing is becoming an integral part of the sales process in business-to-business (B2B) markets. In line with that, sales configurators are emerging as novel applications that help companies engage customer and drive sales. This research investigates the feature related benefits of sales configurator. Our goal is to categorize the benefits and to identify the important ones. In order to reach the goal, personal interviews were conducted and data was gathered through an online questionnaire. Responses from 152 business-to-business customers were analyzed and a factorial model of the feature related benefits of sales configurators was developed. The results show a model with five factors: versatility, configurability, user experience, security, and customizability. Of these, user experience and security were found to be the most important. In light of this, we suggest that companies emphasize the aspects of user experience in addition to core functionalities when developing sales force automation systems.
Original languageEnglish
Title of host publicationProceedings of the 52nd Hawaii International Conference on System Sciences (HICSS)
Pages4695-4702
Number of pages8
ISBN (Electronic)978-0-9981331-2-6
Publication statusPublished - 2019
Publication typeA4 Article in conference proceedings
Eventthe 52nd Hawaii International Conference on System Sciences - Hawaiji, USA, United States
Duration: 8 Jan 201911 Jan 2019
Conference number: 52
http://hicss.hawaii.edu

Conference

Conferencethe 52nd Hawaii International Conference on System Sciences
Abbreviated titleHICSS
Country/TerritoryUnited States
Period8/01/1911/01/19
Internet address

Publication forum classification

  • Publication forum level 1

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