000145101 001__ 145101
000145101 005__ 20240926122722.0
000145101 0247_ $$2doi$$a10.1108/JRIM-07-2022-0227
000145101 0248_ $$2sideral$$a139884
000145101 037__ $$aART-2024-139884
000145101 041__ $$aeng
000145101 100__ $$aCambra-Fierro, Jesús
000145101 245__ $$aIt’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships
000145101 260__ $$c2024
000145101 5203_ $$aPurpose
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.
000145101 536__ $$9info:eu-repo/grantAgreement/ES/DGA/SS54-23R$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00$$9info:eu-repo/grantAgreement/ES/MICINN/PRE2018-085652$$9info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00$$9info:eu-repo/grantAgreement/ES/UZ/JIUZ-2021-SOC-08
000145101 540__ $$9info:eu-repo/semantics/closedAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000145101 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000145101 700__ $$aPatrício, Lia
000145101 700__ $$0(orcid)0000-0002-3119-5838$$aPolo-Redondo, Yolanda$$uUniversidad de Zaragoza
000145101 700__ $$0(orcid)0000-0001-5674-5536$$aTrifu, Andreea
000145101 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000145101 773__ $$tJournal of Research in Interactive Marketing$$x2040-7122
000145101 8564_ $$s373885$$uhttps://zaguan.unizar.es/record/145101/files/texto_completo.pdf$$yVersión publicada
000145101 8564_ $$s1891774$$uhttps://zaguan.unizar.es/record/145101/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000145101 909CO $$ooai:zaguan.unizar.es:145101$$particulos$$pdriver
000145101 951__ $$a2024-09-26-10:59:30
000145101 980__ $$aARTICLE