Customer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as “moments of truth” (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context.
Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers.
Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated.
This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time.
Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.
