Communication Media Preferences in Business-To-Business Transactions: An Examination of the Purchase Process

Although communication in marketing has been researched extensively, communication in buyer–seller exchanges during the sales process has received limited attention. This study examines the complexity of information interchange and buyers’ and sellers’ communication preferences for various media types during each stage of the purchase process. Findings reveal that, overall, buyers and sellers prefer face-to-face and telephone communications over other media types. For certain aspects of the sales process, computer-mediated communications, such as e-mail, serve an important role as a lowcost medium, whereas in other phases of the sales process, richer communication media are preferred by both buyers and sellers.