Technology is transforming industries, challenging traditional marketing channels, and providing digital avenues for dynamic growth. The popularity of digital platforms has disrupted traditional distribution channels, increased reach of social networks, and changed the way people interact. This research examines how advanced technology is enabling direct sellers to create and maintain relationships. It investigates the multidimensional aspect of technology use and advances the proposition that it acts as a strategic success factor for customer relationship performance specifically within the peer-guided marketplace of direct selling. Using a survey of 114 direct sellers, findings suggest that, in general, technology use does enhance direct sellers' ability to create and maintain consumer relationships, especially among less-experienced salespeople.

中文翻译：

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技术在直销营销渠道中的应用：动态增长的数字化途径

技术正在改变行业，挑战传统营销渠道，并为动态增长提供数字化途径。数字平台的流行颠覆了传统的分销渠道，扩大了社交网络的覆盖范围，并改变了人们的互动方式。这项研究考察了先进的技术如何使直销商能够建立和维护关系。它调查了技术使用的多维方面，并提出了这样一个命题，即它作为客户关系绩效的战略成功因素，特别是在同行指导的直销市场中。通过对 114 名直销商的调查，结果表明，总的来说，技术的使用确实增强了直销商建立和维护消费者关系的能力，