Building digital trust in B2B relationships
DOI:
https://doi.org/10.15170/MM.2023.57.04.03Keywords:
online trust, B2B partnerships, online information searchAbstract
THE AIMS OF THE PAPER
The aim of this study is to investigate the process and importance of digital trust building in B2B relationships, with a special focus on the role of online information acquisition. The research aimed at exploring how B2B companies can build trust with their business partners during online interactions and what factors play a key role in establishing and maintaining trust.
METHODOLOGY
Ten semi-structured in-depth interviews were conducted with company decision-makers who had recently been involved in a purchasing decision with another company that had been preceded by an online information search.
MOST IMPORTANT RESULTS
Indirect touchpoints like forums and reviews are pivotal for trust-building online. Website reliability, transparent information strategies, and digital security communication are key to increasing trust, alongside the transparency of pricing/contact details and website quality.
RECOMMENDATIONS
The research suggests that companies in the B2B sector should pay more attention to the quality and presentation of information content. A clear presentation of digital security and privacy, diversification of communication channels and the development of customer-oriented services are essential to adapt to the challenges of the digital age. Companies are recommended to promote word of mouth and testimonials, and to actively monitor and manage digital touchpoints, especially indirect touchpoints. To support the business decision-making process, data management and payment terms should be communicated in a transparent and accessible way.
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