(The Effects of Social Capital on Customer Relations in Personal (Direct) Sales)

Abstract

Purpose – In this study, it is aimed to determine the positive and negative effects of social capital on customer relations in the field of personal sales and to determine the extent to which social capital can be effective for the companies that carry out marketing activities through personal sales and to provide a reference resource for the enterprises. Design/methodology/approach – In this study on the effects of social capital on customer relations in personal sales, it has been determined that social capital has a significant effect on the success of the company and therefore on the success of the person, along with many other features of the employee. For the purpose of this research the interviews are conducted with sales representatives working in companies operating in the mineral oil industry in Turkey. Findings – During the interviews, it was determined that the social capital of the researchers had significant effects on the customer relations during the sales activity. As a result of the findings, it is seen that the social capital of the sales authorities has an effect on the customer relations and the customer behaviors differ according to the social capital levels. As the level of social capital increased, both commercial and social benefits increased. Discussion – The most important outputs of the research are that the participants use their social capital in the first contact with customers, that the social capital levels make a difference in competition and the sales authorities with high social capital level are more successful.