Technology has dramatically altered the way businesses operate in a Business-to-Business (B2B) context and has had profound influences on services, altering the way services are delivered (Bitner, Ostrom & Meuter, 2002). The increased use of self-service technologies (SSTs) could have a great impact on B2B relationships, yet there is little understanding of this in the literature. In the 1980s and 90s, a shift in marketing focus has seen an increased emphasis on Relationship Marketing (Morgan and Hunt, 1994).
This conceptual paper seeks to explain relationship marketing, and the importance of building trust in order to develop a relationship marketing approach. Many authors stress the importance of trust in relationships, however, does not consider the impact of self service technologies on relationships.
Further research is needed to understand the impact of SSTs on relationship marketing.
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