A reduction in physical interaction : its effect on B2B relationships

Abstract: This study aims to examine how a business-to-business (B2B) relationship is affected by a decrease in physical interactions between firm representatives. Previous studies have shown that external events can affect B2B relationships but not how these effects take shape. With the recent COVID-19 pandemic in mind, the need to investigate how reduced physical interactions affect B2B relationships becomes relevant. A qualitative method is used through a multiple case study where data is collected through semi-structured interviews with three firms within the Swedish vehicle financing industry. The study finds that a reduction in physical interaction between firm representatives affects the trust generated between the representatives themselves and the companies they represent. Digital interaction can only replace face-to-face communication for shorter periods of time to enable clear communication and trust in a B2B relationship. The study also finds that a company’s means of interaction leads to an adaptation in the framework of interaction in B2B relationships.