Beyond Transactions: Tailoring Strategies for B2B Relationship Building
(A2024-119448)

AUTHORS

Andreea Trifu, CUNEF University; jesus cambra fierro, Pablo de Olavide

ABSTRACT

Comprehending B2B customer perceptions of supplier interactions is crucial for optimizing marketing efforts’ efficiency and enhancing customer assessments. Existing research often neglects B2B dynamics, requiring a deeper understanding. This study draws from Social Exchange Theory and examines a series of provider marketing efforts, revealing their long-term impact on B2B relationship strength. B2B customer size proves key in segmentation, influencing needs and expectations. Our research focused on size-related distinctions, by determining how marketing efforts have a different impact on small and medium-sized enterprises compared to large businesses. Based on a sample of 2,175 customers in B2B settings, our findings reveal how long-term relationship strength is established. This study presents relevant theoretical contributions and provides practical implications essential for informing managerial decision-making processes.