The mediation effect of technical support service quality between product quality and relationship performance in B2B marketplace-Focus on face to face service quality and Non-Face to face service quality

This research was conducted to examine the mediating influence of technical support services such as Non face-to-face and face-to-face services front-line in the relations between device or product quality and relationship outcomes in a B2B environment.

An empirical analysis was conducted on purchase decision makers in office equipment hardware and software markets and purchase influencers such as IT staff. A reliability analysis, exploratory factor analysis, and SEM(structural equation modeling) analysis were utilized.

The results of this research were as followings: Product quality had a positive(+) influence on face-to-face front-line service quality. Second, Product quality had a positive(+) influence on non face-to-face front-line service quality. Third, face-to-face front-line service quality had a positive(+) influence on Relationship-outcome. Fourth, non face-to-face service quality had a positive(+) influence on relationship performance. Fifth, face-to-face service quality had a significant mediation influence on the relation between product quality and relationship performance. Sixth, non face-to-face service quality had a significant mediation influence on the relation between product quality and relationship performance. Reliability of product quality itself could be regarded as an important factor in non face-to-face services together with face-to-face services subsequently provided for users to make good use of the performance of provided products. These results suggest that maintenance services using various channels for the initially expected value and convenience are important factors in B2B Transaction. In addition, it was confirmed that non face-to-face services have become an important service channel not only in the B2C but also in a B2B environment.

This research has the following implications: First, there was a need for support services for users to make better use of product value in the B2B business environment. Second, the importance of the role and responsibility of non face-to-face front-line services supporting for users to solve problems using non face-to-face channels. It will be necessary to research various non face-to-face service channels in the future.