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Paper info: The role of personal relationship and information technology in business markets

Title


The role of personal relationship and information technology in business markets

Authors


Erzsebet Hetesi and Balazs Revesz

Place of Publication


The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.

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Abstract


In this paper we investigate the role of personal relationships in business markets in the information technology era. In particular we are interested in how the spreading of information technology affects the importance of personal relationships, trust, commitment or loyalty in business-to-business relationships. The results from our combined qualitative and quantitative research program indicate that while information technology transforms the methods of interaction in business relationships, personal relationships still keep their importance. The social embeddedness of the economy still seems to exist in our post-modern, technology driven world. The interpersonal relationships and networks of these relationships still seem to play an important role in business life. Based on our results we believe that both face-to-face and information technology mediated types of encounters can be effective.