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.

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