An empirical investigation of antecedents of B2B Websites’ effectiveness

Chakraborty, Goutam; Lala, Vishal; Warren, David L.

doi:10.1002/dir.10044

Cited by 98 publications

(76 citation statements)

References 63 publications

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“…Marketing analytics can also provide an assessment of, and therefore accountability for, marketing effectiveness. A review of the literature on market orientation and analytics revealed that many organizations have similar factors affecting the adoption of analytic tools (Chakraborty et al 2002). The main factors affecting the adoption of any new orientations are top management support, accountability of efforts based on linkages to financial performance, information technology (IT) integration, and the organizational environment (Chakraborty et al 2002).…”

Section: Factors Influencing Implementation Of Market Orientationmentioning

confidence: 99%

The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices

2018

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Marketing analytics (MA) is a relatively new but increasingly prominent field in which data tools are applied to quantify and monitor marketing performance and customer information to optimize investments in marketing programs and maximize customer interaction. MA is a subdiscipline of broader analytics and includes the people, processes, and technology to generate insights that improve marketing performance. In this B2B study, the authors established an initial set of factors, with the help of deep subject matter experts in the field, which help determine the degree to which a firm's marketing function is analytically driven. The research builds on extant theories of market orientation and lays the foundation for the development of a new construct known as marketing analytics orientation through qualitative research methods.

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Section: Factors Influencing Implementation Of Market Orientationmentioning

confidence: 99%

The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices

2018

Self Cite

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“…In this regard, studies on CRM-performance link suggest that effective IT integration leads to better lead management for the firm's CRM activities (Senecal et al, 2007;Keramati et al, 2010). Literature in both b2b and b2c domains suggest that the quality of the website design influences engagement and experience of the users (e.g., Chakravarti, Lala, & Warren, 2002;Shukla, 2014). Industry reports suggest that user engagement and experience is influenced by temporal factors (Nielsen, 2011).…”

Section: Background Literature and Hypotheses Developmentmentioning

confidence: 99%

IT usage for enhancing trade show performance: evidence from the aviation services

Singh

Shukla

Kalafatis

2017

JBIM

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Abstract:Purpose While trade shows still remain an important CRM tool, recent advancements in information technology have raised concerns about the future of trade shows. This study examines the antecedents and consequences of information technology (IT) integration into trade shows. Design/methodology/approach The study employs a questionnaire-based survey with senior and middle managers in the aviation services, resulting in 135 valid responses. The data were analyzed using partial least squares structural equation modelling (PLS-SEM). FindingsThe findings demonstrate differential but significant impact of perceptions towards website design and firm motivations towards the integration IT in the three stages of trade shows marketing. The results also demonstrate significant impact of IT usage on the perceptions towards the accomplishment of trade show objectives. Further, the results vary according to the levels of experience of the professionals. Research LimitationsThis study did not account for the differences in perceptions towards IT implementation across personnel from different departments, such as IT, finance and operations management. In addition, it did not examine situational factors and individual characteristics as additional antecedents of IT usage in trade shows, including pricing, ROI, convenience and the social media. Practical ImplicationsExhibitors are advised to integrate IT in supporting pre-trade show activities to approach potential customers. Exhibitors should integrate electronic interactions and personal communications during the show to reduce the amount of unanswered customer queries, focusing on timeliness and accuracy of information content, ease of navigation, and graphic attractiveness of corporate websites, as effective CRM tools. Originality/value This paper offers insights into hitherto unknown aspects of trade show performance. The results have managerial implications for adopti n g IT as a CRM tool for effective trade show management.

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“…An aesthetically pleasing, well organized and attractive website increases customer confidence in the web (Liao et al, 2006) and reduces the risk associated with the online environment (Boshoff, Schlechter & Ward, 2011). Chakraborty, Lala and Warren (2002) believe that the ability to organize content, information, images, and graphics is of great interest to managers due to the marked influence it has on user perceptions. In discussions with website managers, they informed us that web-format designs are usually left to the discretion of the designers instead of being treated as a marketing-defined variable.…”

Section: Elements Of Presentationmentioning

confidence: 99%

Designing a hotel website: An empirical analysis for a classic destination using a conjoint experiment

Huertas-García

Gázquez–Abad

Forgas-Coll

et al. 2014

SAJBM

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Internet has become one of the most important channels for the promotion and sale of services related to tourism. As a result, producers and distributors alike are keen to resolve the question as to which factors will determine website choice by internet browsers. In this paper we develop an experiment to determine the factors that need to be taken into consideration when designing a website for a mature, familiar tourist destination. To this end, the basic factors shaping the architecture of a website are theoretically described and, based on the results of a conjoint experiment, the main factors influencing a website for a classic destination are extracted. Our results suggest that a website that includes objective information (e.g., price, activities of interest, number of rooms) and multiple photos has a positive influence on customer perceptions. The paper also makes an important methodological contribution, as it proposes a new design for calculating the weight of the factors, interactions of two factors and the factors squared.

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An empirical investigation of antecedents of B2B Websites’ effectiveness

Cited by 98 publications

References 63 publications

The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices

The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices

IT usage for enhancing trade show performance: evidence from the aviation services

Designing a hotel website: An empirical analysis for a classic destination using a conjoint experiment

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