Impact of Hybrid Selling on Key Accounts Loyalty. Can Video Conferences be an Equivalent to On-Site Visits?


Master's Thesis, 2022

61 Pages, Grade: 1,3

Anonymous


Abstract or Introduction

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.

Details

Title
Impact of Hybrid Selling on Key Accounts Loyalty. Can Video Conferences be an Equivalent to On-Site Visits?
College
Ruhr-University of Bochum
Grade
1,3
Year
2022
Pages
61
Catalog Number
V1271827
ISBN (Book)
9783346722713
Language
English
Keywords
impact, hybrid, selling, accounts, loyalty, video, conferences, equivalent, on-site, visits
Quote paper
Anonymous, 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

Comments

  • No comments yet.
Read the ebook
Title: Impact of Hybrid Selling on Key Accounts Loyalty. Can Video Conferences be an Equivalent to On-Site Visits?



Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free