Business-to-business customers expect personal service in online chat
For a long time, companies have used cost-effective chat services in their business-to-customer (B2C) sales. Companies engaged in business-to-business (B2B) sales are also increasingly moving their activities online, but their online chat services and customer interaction have not been studied much yet. A new study from the University of Eastern Finland shows that the nature of social presence in B2B online chat dialogues varied depending on the stage of the customer relationship. Published in European Journal of Marketing, the study explored social presence in a B2B online chat service.