AIM Series Seminar | Quantifying Relational Value in B2B
Online
在商业关系转变的潮流中，商业模式从简单的商品导向模式转变为更加高级的服务型商业模式，各行各业都更加着重于提供完整的客户服务。
人工智能在服务主导型的逻辑框架下也发挥着作用，通过其颠覆性技术为商业资源的开发与投资提供定量估计，用人工智能的手段研究出商业服务资源如何对客户满意度产生影响。
关于这一研究的过程与结论，法国里昂商学院人工智能管理学院特别邀请了来自麻省理工大学斯隆商学院Sharmila CHATTERJIE教授为我们带来精彩的分享。
Speaker: Prof. Sharmila CHATTERJIE
MIT Sloan School of Management
Topic: Quantifying Relational Value in B2B: Implications for AI
Date: Thursday, January 28, 2021 - 12:00-13:30
Language: English
To join us just register (before January 20) at
Abstract
Increasingly knowledgeable business-to-business (B2B) customers and evolving customer needs are leading to seismic shifts in vendor–client interactions. Across industries, sellers are changing their business models from a simple goods orientation to a hybrid goods–services model, placing greater emphasis on delivering complete customer solutions.
In such an environment, companies must find ways to prioritize investments in resource development. The service-dominant (S-D) logic framework offers significant insights into this challenge; however, these effects have not been estimated quantitatively.
This study addresses that gap, examining the influence of various seller resources on buyer satisfaction through an empirical analysis of buying organizations that purchased and implemented business intelligence systems.
Our results demonstrate the value of investing in “soft” service facets versus more tangible, “hard” service facets with as much as a 3:1 effect. They also showcase the potential for high returns from human capital investments that facilitate a holistic customer value mindset. These investments can enhance relationship satisfaction, bring positive word-of-mouth, and promote repurchase intent.
About Prof. Sharmila CHATTERJIE
Sharmila Chatterjee
Sharmila Chatterjee is a Senior Lecturer in Marketing at MIT Sloan School of Management.
She is also the Academic Head for the MBA Track in Enterprise Management (EM) launched at MIT Sloan in Fall 2012. Chatterjee teaches the graduate course in B2B Marketing and is deeply engaged in Action Learning as a faculty mentor for G-Lab, China/India Lab, and as an instructor for the Enterprise Management (EM) Lab. She published several articles in reputed marketing journals and she is an award-winning case writer with several of her cases placing first in the case writing competitions sponsored by the educational wing of Direct Marketing Association, DMEF. She earned her PhD in marketing from the Wharton School, University of Pennsylvania.
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