EXPRESS: The Customer Success Community: an Exploration of Non-firm Epistemic Communities and Their Influence on a New Sales Practice

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-12-11 DOI:10.1177/1069031x231222417
Roberto Madruga, Bryson Hilton, Hyeyoon Jung, Edison Renato Silva, Bryan Hochstein
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引用次数: 0

Abstract

Customer Success (CS) Management is being implemented across global business markets. CS Management is unique, as it exists within a broader CS Community of professionals who actively support the new customer management practice. However, academic research has yet to investigate non-firm epistemic communities (i.e., knowledge related to a specific domain) that support CS Management and how they differ across geographic settings in ways that may affect the overall practice of CS Management. To address this gap, we investigate how the CS Community is implemented across countries that vary in their levels of uncertainty avoidance. We focus on the CS Community and its impact on CS Management operational factors that represent people, process, and performance factors of CS Management. Following a phenomenological approach, interviews from the United States, Brazil, and Portugal drive our findings and indicate different levels of reliance on the external CS Community to guide internal CS Management operational factors. Our research contributes by establishing the importance of the CS Community and by uncovering insights based on CS Managers’ perceptions of the CS Community and its effect on CS Management operational factors. We also offer salient insights into how managers can optimize CS Management operational factors, as well as provide a discussion of future research topics.
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快讯:客户成功社区:非公司认识论社区及其对新销售实践影响的探索
客户成功(CS)管理正在全球商业市场中实施。客户成功管理是独一无二的,因为它存在于由积极支持新客户管理实践的专业人士组成的更广泛的客户成功社区中。然而,学术研究尚未调查支持客户成功管理的非企业认识论社区(即与特定领域相关的知识),以及它们在不同地域环境下的差异如何影响客户成功管理的整体实践。为了填补这一空白,我们调查了企业社会责任共同体在不同国家的实施情况,这些国家对不确定性的规避程度各不相同。我们重点关注 CS Community 及其对 CS 管理运作因素的影响,这些因素代表了 CS 管理的人员、流程和绩效因素。我们采用现象学方法,通过对美国、巴西和葡萄牙的访谈得出结论,并指出了不同程度的对外部 CS 社区的依赖,以指导内部 CS 管理运营因素。我们的研究确立了 CS 社区的重要性,并根据 CS 管理人员对 CS 社区的看法及其对 CS 管理运营因素的影响,揭示了相关见解。我们还就管理人员如何优化 CS 管理运营因素提出了重要见解,并对未来的研究课题进行了讨论。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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