Video-based sales interaction in cross-cultural B2B relationships: Potential (un)desired consequences
研究了视频销售互动对跨文化客户关系的影响，通过对31位销售人员和8位客户的访谈，发现视频互动既能增强也能限制社交存在感，导致正面或负面关系后果。
In contemporary and global business-to-business (B2B) markets, sales interactions are increasingly conducted via video-based technologies. However, research on the consequences of video-based sales interactions (VSIs) on customer relationships is surprisingly limited. Therefore, the purpose of this study is to explore the consequences of VSIs on cross-cultural customer relationships. We employ a grounded theory approach and derive empirical insights from interviews with 31 salespeople in 17 sales organizations, and 8 of their customers from 8 customer organizations. The findings reveal how VSIs can enhance or restrict different dimensions (interactive, affective, relational, visual) of social presence in the relationship initiation and maintenance phases, and how this can lead to positive and negative relationship consequences. Overall, this study contributes to B2B marketing theory and practice by providing novel insights and a new understanding of the effects of VSIs on customer relationships and explains why and how they manifest in practice.