University of Twente Student Theses
The interplay between on- and offline touchpoints and B2B relationships : a qualitative study
Boekee, F.S.C (2025) The interplay between on- and offline touchpoints and B2B relationships : a qualitative study.
|
PDF
1MB |
| Abstract: | The advent of online touchpoints necessitates business-to-business (B2B) providers to implement well-balanced omnichannel marketing strategies to manage relationships. However, extant literature on touchpoint management and B2B relationships focuses on managing relationships through touchpoints in general. Little is known about the dynamics between on- and offline touchpoints and B2B relationships. Hence, the purpose of this study is to gain an understanding of the underlying micro-foundations that determine how on- and offline touchpoints in the customer journey shape B2B relationships. This study adopts a qualitative approach by conducting a case study of a B2B supplier in the food industry. Through semi-structured interviews with knowledgeable agents of the B2B supplier and its customers, this study elicits three dyadic micro-level insights. First, this research identifies six key on- and offline touchpoint integration practices. These show that each key practice integrates similar touchpoints, with touchpoints becoming more personal and less structured throughout the B2B customer journey. Second, this research reveals four dependencies including efficiency, relationship goal, personal preference, and risk level, that differ per B2B relationship and determine the touchpoint type and frequency. Finally, this study found that on- and offline touchpoints shape relationships through five mechanisms: multi-sensory feedback, familiarity, mutual understanding, personal bonding, and trust-building. Each on- and offline touchpoint provides inputs for these mechanisms, with personal touchpoints especially reinforcing the mechanisms. This study integrates the findings into a mechanistic framework which conceptualises the complex dynamics between on-and offline touchpoints and B2B relationships. This study contributes to the combined body of literature on touchpoint management in B2B relationships, by providing a micro-foundational understanding of the exact role of on- and offline touchpoints in shaping B2B relationships. Moreover, the framework functions as a practical guide for B2B suppliers to develop well-balanced omnichannel marketing strategies and customise these for each of their relationships. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/104981 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page