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The impact of new technologies on customer satisfaction and business to business customer relationships: Evidence from the soft drinks industry

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  • Ryding, Daniella

Abstract

Sales technology has been touted as a primary tool for enhancing customer relationship management (CRM) and thus improving overall customer satisfaction. The marketing, IT, and practitioner literatures make numerous references to the impact of CRM on business orientation and performance. However, according to Richard et al. (2007), not many studies have investigated customer relationship technology adopted by a firm and the impact on relationship development. The aim of this paper is to examine the relative impact of new technologies on improving customer relations and overall customer satisfaction within the sales industry. New technologies have revolutionised the workplace and have become an integral part of organisations throughout the world (Forster, 2000). Driving this revolution are two powerful new forces, cyberspace and computing power. This article defines three key terms which include CRM, customer satisfaction and new technologies and evaluates the impact of these emerging technological developments on relationships and customer satisfaction in a sales force/customer context. Primary research was conducted using two focus groups consisting of nine participants from Britvic. The analysis reveals that technology is both beneficial and essential within the sales force industry for both the sales representative and their customers and provides an insight into the impact of technology on the sales force/customer relationship. The paper concludes with reference to new technologies and the future.

Suggested Citation

  • Ryding, Daniella, 2010. "The impact of new technologies on customer satisfaction and business to business customer relationships: Evidence from the soft drinks industry," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 224-228.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:3:p:224-228
    DOI: 10.1016/j.jretconser.2010.03.008
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    Cited by:

    1. Maraj Rahman Sofi & Iqbal Ahmad Hakim, 2018. "Customer Relationship Management as Tool to Enhance Competitive Effectiveness: Model Revisited," FIIB Business Review, , vol. 7(3), pages 201-215, September.
    2. Dimitrios Kafetzopoulos & Evangelos Psomas, 2016. "ORGANISATIONAL LEARNING, NON-TECHNICAL INNOVATION AND CUSTOMER SATISFACTION OF SMEs," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(03), pages 1-28, April.
    3. Obisesan, Francis Oludare, PhD, FCIB & Prof. A. S. Ogunsiji, 2020. "Socio-Economic Determinants of Quality Services in the Nigerian Banking Industry," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(8), pages 184-191, August.
    4. Swimberghe, Krist & Jones, Robert Paul & Darrat, Mahmoud, 2014. "Deviant behavior in retail, when sales associates “Go Bad†! Examining the relationship between the work–family interface, job stress, and salesperson deviance," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 424-431.
    5. José Torrão & Sandrina Teixeira, 2023. "The Antecedents of Customer Satisfaction in the Portuguese Telecommunications Sector," Sustainability, MDPI, vol. 15(3), pages 1-17, February.

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