Does Customer-Salesperson Guanxi or Salesperson's Influence Tactic Matter in social media context?

Abstract

This study aims to examine the effects of customer-salesperson guanxi, and purchase-decision involvement on the use of influence tactics and effectiveness. We administered an online survey in Vietnam. Among the 250 questionnaires issued, 200 (80%) valid responses were obtained. Multi-variate regression analysis was applied to explore effects of salesperson's influence tactics and customer-salesperson guanxi on influence effectiveness. The results show: (a) the greater the customer-salesperson guanxi, the more a salesperson uses give-oriented approaches over require-oriented approaches; (b) the higher the purchase-decision involvement, the greater the extent of the use of inspiration tactics. (c) the threat tactic generates the highest influence effectiveness, following by inspiration and promise tactics. Our research confirms the significant effect of customer-salesperson guanxi and addresses the positive role of purchase-decision involvement in the use and effectiveness of salespeople's influence tactics. Our results also demonstrate the crucial role of inspiration tactics among customers with higher purchase-decision involvement. We suggest several guidelines for adopting the require-oriented and give-oriented approach according to the level of customer-salesperson guanxi and purchase-decision involvement. This study provides the appropriate influence tactics in conjunction with customer-salesperson guanxi and purchase-decision involvement, especially in the social media context.