This baseline survey of 517 executives examined relationship management within business-to-business (B2B) e-commerce. Companies that employed B2B e-commerce evidenced communication and public relations tenets of relationship management. They allowed consumers to order and pay online, to access online support, to contact the company or sales staff, and to get product information. Engendering loyalty, by tracking customer satisfaction, was weak. Commitment to B2B e-customers was high, evidenced through personnel dedicated to B2B e-commerce and stated organizational commitment.
Scott B. Fosdick. "No Business like Show Business: Tracking Commodification over a Century of Variety" Journal of Website Promotion (2005): 13-29.