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Currently, online chat is in common use in e-commerce. By adding social interaction to the online context, companies hope to increase customers’ purchasing intentions. However, previous studies have not investigated how social presence is embedded in online business-to-business (B2B) chat conversations between buyers and sellers. Moreover, the functions of online chat in B2B sales have not been investigated.

The data was collected at a case company over the course of four years, from which the authors analyzed 157 online chat conversations between buyers (n = 157) and sellers (n = 9) with a theory-driven thematic analysis. In addition, data from the company’s customer relationship management system was collected to specify buyer types.

The results reveal that social presence was embedded in online B2B chat via buyers’ interactive, affective and relationship maintenance responses. Social presence differed depending on the type of buyer, with only existing customers having relationship maintenance responses. E-commerce B2B chat functions can be described as multiple and changing depending on the buyer–seller relationship stage.

Having data only from one case company limits the results to one type of industry.

The results can be used in sales training and when developing online chat services.

Results bring scientific utility to B2B sales and marketing research, as the authors build a bridge between social presence, the existing theoretical model on B2B buyer–seller relationship development and online chat as a communication medium. Other researchers may use this understanding when exploring B2B buyer–seller interaction in different digitalized communication media.

Building trust and living interpersonal trust are crucial corporate executive virtues that are needed today. Once you have developed and solidified a high level of genuine interpersonal trust with all your stakeholders, especially customers, suppliers, and employees, then you are on the right path of managing and transforming your company. A high level of interpersonal trust between all stakeholders and corporates in a business situation will break down communication barriers, foster serious conversation and sharing of ideas, and will eliminate corporate transactional anxieties of fear, mistrust, guilt, rigidity, blame, and resentment. When stakeholders trust you and you trust them, then you speak freely, they speak freely, and your mutual sustained transparency is a gateway to survival, revival, and sustained corporate recovery and transformation, and steady growth and prosperity. Conversely, when there is low trust, high mistrust, and high distrust among stakeholders in a business situation, communications and conversations are stressed and fragmented, teamwork and team spirit are very low, and the company is heading toward its ruin and extermination. Such is the crucial role of interpersonal trust in business. This chapter explores the crucial phenomenon of corporate interpersonal trust. We review various cases, models, concepts, definitions, and theories of trust from the management literature in general, and from the marketing field in particular, to derive psychological, behavioral, ethical, and moral principles of corporate trust, trusting relations, and trusting strategies.

The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.

Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.

From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.

This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.

This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior and eventually trade show performance.

The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business trade shows and how their satisfaction and perception can be related to exhibition performance. The authors also take into consideration technological trends that prior to COVID-19 pandemics were slowly emerging in the trade show industry.

The findings highlight a continuity between pre-, at and postexhibition phases. Visitors’ behavior represents a signal of how a trade show is perceived as postexhibition purchases and next visit emerge as signals of an exhibition evaluation in relation to visitors’ perception. Besides being urgent tools for the continuity of the sector due to the pandemics, emerging technological trends can be key elements in understanding visitors’ behavior and in boosting their interest and loyalty toward trade shows.

The paper proposes a conceptual model including top notch and innovative technological trends to improve the understandment of visitors’ behavior. Both practitioners in companies and academics might find the study useful, given the digital uplift generated by the pandemics.

This study examines what is the significance of the features of inter-organizational relationships in consecutive phases of the relationship life cycle.

Qu antitative, large-scale surveying was run on 786 software developers operating in Poland. The research hypothesis regarding the systematic increase of relational features (i.e. commitment, communication, (lack of) conflict, cooperation, intensity, investments, longevity, multidimensionality of bonds, trust, and velocity) across the particular relationship life cycle phase le (i.e. initial, development, maintenance, dormant/end, and reactivation) was verified using ANOVA and post-hoc tests.

The results show that the majority of considered features of inter-organizational relationships non-significantly but progressively strengthen from the initial phase, through the development phase, to the maintenance phase, then significantly weaken in the dormant/end phase and strengthen again in the reactivation phase. Interestingly, velocity–as the only examined feature–significantly increases in dormant/end and then decreases if the relationship is reactivated.

Prior studies were focusing on single feature, this one offers a holistic view considering ten relational facets. Moreover, this is one of the few research studies exploring the changes of relational features adopting the life cycle perspective.

This paper aims to explore how customer involvement unfolds in the development of a smart product. Smart product development poses new challenges to firms. In particular, the buyers’ and users’ involvement has shown novel dynamics in smart product development. These peculiarities are linked with the specific characteristics of the digital technology embedded into the smart products. This study’s rationale is to analyse the frictions arising from potential divergent objectives between the focal firm and its customers when digital technologies are embedded in traditional products.

This study adopted an explorative and qualitative approach to investigate new emerging dynamics of customer involvement during technological development. A coffee machine producer is selected as a case study to uncover new insights and a novel perspective on the phenomenon of customer involvement in smart product development. Data analysis followed an abductive approach that allowed to identify the dimensions of friction emerging during the technological development process.

The case study analysis depicts that smart product development presents novel customer involvement dynamics. In particular, this study abductively identifies dimensions of friction emerging between the focal firm and buyers/users. Friction arises in the technological interface between the actors involved. These dimensions of friction address the complexities of developing technology in terms of smart products with customer involvement. This study suggests that embedding of technology into an existing product might change how customers are involved.

Even though customer involvement in product innovation has been extensively studied in management literature, this paper focused on a new type of innovation, smart products. To the best of the authors’ knowledge, no previous studies have yet empirically explored customers’ involvement while embedding digital technologies into existing products to create smart products. In particular, this study sheds light on the dimensions of friction emerging between the focal firm and the actors of the business network. This study unfolds novel contributions to the Industrial Marketing and Purchasing literature on technological development.

The paper aims to examine whether financial advisors can understand the symbols and meaning that investors associate with money and whether such ability plays any role in enhancing the advisor-investor relationship in terms of satisfaction, level of trust, referral propensity and loyalty.

The authors used a dyadic research design. A total of 186 dyads of financial advisors and their clients took part in the study and completed two parallel self-administered questionnaires.

The authors found that financial advisors often can detect the emotional associations that their clients attribute to money. Such ability can enhance their relationship with investors.

The main limitation of this study is its exploratory nature and the convenience sampling technique that was adopted. Therefore, researchers are encouraged to test the main findings further.

The results have implications for the development of ad-hoc psychological training to enhance the relationship between financial advisors and investors. Understanding the symbolic meanings and the emotions that clients associate with money may be a prerequisite for a financial services company to succeed and be competitive in the sector.

Despite acknowledging that money is not a neutral object but is layered with symbolic meanings and emotional associations, the behavioral finance literature has so far neglected to study these implications from either a theoretical or a practical point of view. This paper aims to fill this gap by investigating the symbolic value of money in the financial services industry.