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EMAC 2020 Annual Conference


Will IT Take Over the Role of Personal Encounters in Business Relationships?
(A2020-64196)

Published: May 27, 2020

AUTHORS

Balázs Révész, University of Szeged; Erzsébet Hetesi, University of Szeged; Klára Kazár, University of Szeged

KEYWORDS

IT communication; personal communication; B2B relationships

ABSTRACT

Will the new media take over the place of traditional face-to-face (F2F) meetings? Alternatively, do personal communication still matter in B2B relationships? This study examines the impact of the new, online, IT based communication methods on various factors of relationship success. We conducted an online survey with 400 respondents representing corporations and analysed the results using the PLS methodology. The results of our online survey show numerous interesting facts. Personal communication has a stronger effect on personal relationship than IT communication, and it is also interesting that IT communication has a direct effect on satisfaction, but personal communication has not. It is worth mentioning that the chain of strong/medium paths has a break in satisfaction; a personal communication – personal relationship and a satisfaction – trust – loyalty path can be highlighted in the model.