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

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

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.