Communication Media Preferences in Business-to-Business Transactions: An Examination of the Purchase Process
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- James S. Boles, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: Although communication in marketing has been researched extensively, communication in buyer–seller exchanges during the sales process has received limited attention. This study examines the complexity of information interchange and buyers’ and sellers’ communication preferences for various media types during each stage of the purchase process. Findings reveal that, overall, buyers and sellers prefer face-to-face and telephone communications over other media types. For certain aspects of the sales process, computer-mediated communications, such as e-mail, serve an important role as a low-cost medium, whereas in other phases of the sales process, richer communication media are preferred by both buyers and sellers.
Communication Media Preferences in Business-to-Business Transactions: An Examination of the Purchase Process
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Created on 12/21/2021
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Additional Information
- Publication
- Journal of Personal Selling and Sales Management, 25 (Number 3, Summer 2005), pp. 283-294
- Language: English
- Date: 2005
- Keywords
- computer-mediated communications, business-to-business sales, marketing communication