Digital Touchpoints and their Influence on Customer Preference for the B2B Mark

• Published in: ENVIRONMENT-BEHAVIOUR PROCEEDINGS JOURNAL
• Main Authors: Haron, Hazliza; Abd Rahman, Azalia; Hajemi, Afiza; Hasnan, Nor Syafiqah; Fatima, Johra Kayeser
• Format: Proceedings Paper
• Language: English
• Published: E-IPH LTD UK 2023
• Subjects: Environmental Sciences & Ecology
• Online Access: https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001146979100020

Many B2B companies have invested in transformation technology, enhancing their digital marketing strategies. This study investigates digital marketing website touchpoints and explores their influence on customer preference in online transactions. The investigation proceeded with convenience sampling, and 311 electronic manufacturers participated in this online survey. Six variables were tested and analyzed using SPSS regression analysis. Three significant variables are visual appearance, ease of use, and order fulfillment. This study contributes to both theoretical and practical implications of digital marketing practice by B2Bs, especially decisions on the features to be implemented on their current website to enhance their marketing practices further.