It’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships
Cambra-Fierro, Jesús ; Patrício, Lia ; Polo-Redondo, Yolanda (Universidad de Zaragoza) ; Trifu, Andreea
Resumen: Purpose
Customer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as “moments of truth” (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context.
Design/methodology/approach
Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers.
Findings
Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated.
Practical implications
This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time.
Originality/value
Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.
Idioma: Inglés
DOI: 10.1108/JRIM-07-2022-0227
Año: 2024
Publicado en: Journal of Research in Interactive Marketing
ISSN: 2040-7122
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-23R
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PRE2018-085652
Financiación: info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00
Financiación: info:eu-repo/grantAgreement/ES/UZ/JIUZ-2021-SOC-08
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial.
Exportado de SIDERAL (2025-03-07-09:38:56)
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Customer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as “moments of truth” (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context.
Design/methodology/approach
Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers.
Findings
Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated.
Practical implications
This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time.
Originality/value
Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.
Idioma: Inglés
DOI: 10.1108/JRIM-07-2022-0227
Año: 2024
Publicado en: Journal of Research in Interactive Marketing
ISSN: 2040-7122
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-23R
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PRE2018-085652
Financiación: info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00
Financiación: info:eu-repo/grantAgreement/ES/UZ/JIUZ-2021-SOC-08
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial.Exportado de SIDERAL (2025-03-07-09:38:56)
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Este artículo se encuentra en las siguientes colecciones:
Artículos > Artículos por área > Comercialización e Investigación de Mercados
Registro creado el 2024-09-26, última modificación el 2025-03-07