Oczekiwania komunikacyjne kupców w świetle badań

• Autorzy: Grzegorz Leszczyński , Marek Zieliński

Warianty tytułu

Empirical Verification of Buyers' Expectations of Communication

• Języki publikacji: PL

Abstrakty

Pomimo ważnej roli komunikacji w sferze business-to-business, poświęca się jej niewiele uwagi w publikacjach. Dotychczas przeprowadzone badania w tym obszarze koncentrują się na poziomie i zakresie wymiany informacji. Dlatego potrzebne jest pogłębienie badań i wyjaśnienie, w jakim stopniu komunikacja wpływa na stosunki sprzedawca–kupujący oraz jakie są oczekiwania komunikacyjne profesjonalnych kupców. W artykule określono elementy składowe komunikacji i zweryfikowano je na podstawie wyników badania przeprowadzonego wśród kupców z polskich przedsiębiorstw. Efektem pracy jest wskazanie obszarów komunikacji istotnych dla kupujących. (abstrakt oryginalny)

EN

Despite the important role of communication in the business-to-business sphere, little attention is given to it in publications. The so far conducted research on adapting communication focused on the level and scope of information exchange or marketing in general. However, the explanation to what degree communication, and particularly taking into account buyer needs in communication, has an effect on buyer-salesperson relationships is missing. The paper defines elements of communication on the basis of research conducted among professional buyers working in enterprises in Poland. The effect of the paper is indicating the areas of communication towards which salesperson should direct their efforts. (original abstract)

Słowa kluczowe

PL

Komunikowanie; Komunikowanie w biznesie; Metodologia badań; Rynek instytucjonalny

EN

Communication; Business communication; Research methodology; Business to Business (B2B)

• Czasopismo: Marketing i Rynek
• Rocznik: 2011
• Numer: nr 5
• Strony: 35--39

Twórcy

autor

Grzegorz Leszczyński

• Uniwersytet Ekonomiczny w Poznaniu

autor

Marek Zieliński

• Uniwersytet Ekonomiczny w Poznaniu

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