ABSTRACT Implementing a mobile application (app) to facilitate electronic commerce and to enhance interaction with customers is quite common in contemporary organizations, and research has shed light on the business value of implementing such apps. However, only few empirical studies have explored the business value of implementing an app that supports, rather than substitutes, face-to-face interaction with customers. This study empirically explores and documents the impact of implementing a sales support app that complements face-to-face interaction of a salesperson with a customer in the process of purchasing a new car. Two consecutive periods were compared, before (conventional process) and after (innovative process) app implementation. The results confirmed that the sales support app added business value to the implementing organization via increased visits (although virtual rather than physical) and car purchases. Yet, app visits increased relatively more than purchases did, resulting in an expected decrease in conversion rate.

中文翻译：

---

实施销售支持应用程序以补充面对面的互动：商业价值的实证调查

摘要 实施移动应用程序 (app) 以促进电子商务并增强与客户的互动在当代组织中非常普遍，并且研究揭示了实施此类应用程序的商业价值。然而，只有少数实证研究探讨了实施支持而非替代与客户面对面互动的应用程序的商业价值。本研究实证探索并记录了实施销售支持应用程序的影响，该应用程序补充了销售人员在购买新车过程中与客户的面对面互动。比较了两个连续时期，之前（传统流程）和之后（创新流程）应用程序实施。结果证实，销售支持应用程序通过增加访问量（虽然是虚拟的而不是物理的）和汽车购买为实施组织增加了业务价值。然而，应用访问量的增长相对高于购买量，导致转化率预期下降。