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.
Table of Contents
0. Abstract
1. Introduction
2. Literature Review on Relationship Marketing
2.1. Customer Loyalty
2.2. Drivers of Customer Loyalty
2.3. Fundamental Communication Process
2.4. Communication Channel Theories
2.5. Different Effects of Communication Channels
2.6. The Key Account Context
3. Conceptual Model and Hypotheses
3.1. Selection and Definition of Key Mediating Variables
3.2. Effect of Commitment on Attitudinal Loyalty
3.3. Effects of Interorganizational Trust on Commitment and Attitudinal Loyalty
3.4. Effects of Interpersonal Satisfaction on Interorganizational Trust and Attitudinal Loyalty
3.5. Effects from Extent of Communication Channel Use on Key Mediating Variables
3.6. Moderating Effects of Video Conference Adoption
3.7. Moderating Effects of Interaction Frequency
4. Methodology
4.1. Data Collection and Sample
4.2. Measure Development and Assessment
4.3. Data Analysis Procedure
5. Results
5.1. Key Mediating Variable Model
5.2. Moderating Effects
5.3. Additional Analysis: Different Sales Situations
6. Discussion
6.1. Research Issues
6.2. Management Implications
6.3. Limitations, Future Research and Conclusion
Research Objective and Key Themes
This thesis examines whether video conferences can serve as an equivalent to on-site visits in B2B sales by analyzing their impact on key account attitudinal loyalty. The study aims to understand how communication channels influence relationship outcomes through theoretical mediation models.
- Communication channels in B2B sales (video conferences vs. on-site visits)
- Key Account Management (KAM) and relationship marketing
- Customer loyalty formation through commitment, trust, and satisfaction
- Impact of digital transformation on buyer-seller interactions
- Moderating effects of technology adoption and interaction frequency
Excerpt from the Book
2.4. Communication Channel Theories
Concerning the choice of the appropriate channel for communication tasks, literature provides a variety of theoretical approaches. In the following four of the most cited communication channel theories are presented.
One of the earliest and most extensively covered approaches is the media richness theory (Daft and Lengel 1986). It is based on the richness of a communication channel, which is the ability of transmitting information to increase understanding within a particular time interval (Daft and Lengel 1986). Communication channels with the ability to transmit a greater scope of information and cues in a time interval are considered as rich, whereas channels with restrictions in this sense and only a limited possibility to provide immediate feedback are lean (Daft and Lengel 1986; Maruping and Agarwal 2004). Daft and Lengel (1986) stated that effectiveness and efficiency of the communication task depend on the right fit between the information needs and the channel choice. Richer channels like FTF communication are advantageous in ambiguous and complex contexts with a higher risk to be misunderstood, whereas less rich channels such as written communication are beneficial in standardized and unambiguous exchanges (Daft and Lengel 1986; Moffett, Folse, and Palmatier 2021).
Summary of Chapters
1. Introduction: Discusses the shift toward digital communication channels like video conferences in B2B sales due to the pandemic and explores existing research gaps.
2. Literature Review on Relationship Marketing: Reviews core concepts like customer loyalty, drivers of loyalty, and communication channel theories in a B2B context.
3. Conceptual Model and Hypotheses: Introduces the theoretical model based on KMV theory, defining key mediating variables and establishing hypotheses regarding channel effects.
4. Methodology: Details the sample selection of 280 key account managers and the statistical procedures used to assess measures and validate the model.
5. Results: Presents findings from the structural equation model and moderation analysis, highlighting the impact of different sales situations.
6. Discussion: Synthesizes empirical results, provides management implications for B2B companies, and acknowledges study limitations while suggesting future research directions.
Keywords
B2B sales, Key Account Management, video conferences, on-site visits, customer loyalty, attitudinal loyalty, relationship marketing, commitment, interorganizational trust, interpersonal satisfaction, communication channels, media richness, digital transformation, interaction frequency
Frequently Asked Questions
What is the core focus of this research?
The work investigates the effectiveness of video conferences compared to on-site visits in B2B Key Account Management, specifically focusing on how they affect attitudinal loyalty.
What are the primary thematic areas?
The research links communication channel theory with relationship marketing, analyzing how digital tools impact critical outcomes like trust, satisfaction, and commitment.
What is the main research question?
It seeks to determine if video conferences can function as an equivalent to personal on-site visits in fostering long-term loyalty with key account customers.
Which scientific method is applied?
The study uses a quantitative approach, employing structural equation modeling (SEM) and multiple regression analysis on data from 280 industry professionals in the DACH region.
What does the main body address?
It covers existing literature on relationship outcomes, develops a conceptual model using KMV theory, tests hypotheses regarding mediating variables, and assesses moderating effects.
Which keywords characterize the work?
Key concepts include B2B sales, Key Account Management, digital transformation, attitudinal loyalty, and various communication channel theories.
Why are on-site visits still considered superior according to the study?
On-site visits are found to be more effective in fostering interpersonal satisfaction, which is a vital precursor to building deep interorganizational trust and long-term loyal relationships.
What role does interaction frequency play?
Higher interaction frequency is found to be crucial in reinforcing positive relationship outcomes, particularly when utilizing communication channels effectively to manage key account needs.
How should managers adapt to hybrid sales?
Managers are advised to consider the specific stage of the relationship and task at hand, using on-site visits for building deep trust while leveraging video conferences for efficiency where appropriate.
- 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
