Loyalty in relationships between selling companies and key accounts are fundamental for successful business-to-business relationships. Prior research exposed communication to be an important antecedent of loyalty. However, while digital communication channels like video conferences gain importance in B2B sales, research has widely ignored this transformation.
This study contributes to this gap by examining the impact of communicating with key accounts through video conferences and on-site visits on attitudinal loyalty. By applying the key mediating variable theory, this study provides a comprehensive understanding of key accounts’ attitudinal loyalty formation through the mediating variables commitment, interorganizational trust, and interpersonal satisfaction. Based on data of a cross-industry survey of 280 key account managers and salespeople interacting with key accounts in the DACH region, this study first tested the conceptual model with a structural equation modeling approach and second the moderation effects with a multiple regression analysis.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature Review on Relationship Marketing
- Customer Loyalty
- Drivers of Customer Loyalty
- Fundamental Communication Process
- Communication Channel Theories
- Different Effects of Communication Channels
- The Key Account Context
- Conceptual Model and Hypotheses
- Selection and Definition of Key Mediating Variables
- Effect of Commitment on Attitudinal Loyalty
- Effects of Interorganizational Trust on Commitment and Attitudinal Loyalty
- Effects of Interpersonal Satisfaction on Interorganizational Trust and Attitudinal Loyalty
- Effects from Extent of Communication Channel Use on Key Mediating Variables
- Moderating Effects of Video Conference Adoption
- Moderating Effects of Interaction Frequency
- Methodology
- Data Collection and Sample
- Measure Development and Assessment
- Data Analysis Procedure
- Results
- Key Mediating Variable Model
- Moderating Effects
- Additional Analysis: Different Sales Situations
- Discussion
- Research Issues
- Management Implications
- Limitations, Future Research and Conclusion
Frequently Asked Questions
What is hybrid selling in a B2B context?
Hybrid selling is a sales approach that combines traditional on-site visits with digital communication channels, such as video conferences, to interact with key accounts.
Can video conferences replace on-site visits for key accounts?
The study examines this question by looking at attitudinal loyalty, suggesting that while video conferences are gaining importance, their impact depends on factors like trust and interaction frequency.
What are the key drivers of customer loyalty in B2B?
According to the KMV theory used in this study, the primary drivers are commitment, interorganizational trust, and interpersonal satisfaction.
How does interaction frequency affect B2B relationships?
Interaction frequency acts as a moderating effect; the choice of channel (video vs. on-site) might have different impacts depending on how often the parties communicate.
What is attitudinal loyalty?
Attitudinal loyalty refers to a customer's psychological preference and commitment to a supplier, beyond just the repetitive buying behavior.
- Quote paper
- Anonym (Author), 2022, Impact of Hybrid Selling on Key Accounts Loyalty. Can Video Conferences be an Equivalent to On-Site Visits?, Munich, GRIN Verlag, https://www.grin.com/document/1271827
