B2B purchase engagement: Examining the key drivers and outcomes in professional services

For your marketing

Possible founder application

Use it as a B2B mechanism or sales-process design reference. Validate the relationship in your deal size, buying committee and sales cycle.

Reported result

What the study found

Customization and loyalty to the account manager are salient drivers of purchase engagement. Engagement predicts consideration-set size, dependence and willingness to pay a premium; dependence mediates effects on consideration-set size and premium willingness to pay.

Research question

What the authors investigated

What drives purchase engagement in B2B professional services, and what transactional and relational outcomes does it produce?

Design

Cross-sectional survey analyzed with structural equation modeling.

Sample and setting

CEOs and/or owner-managers of small and medium-sized enterprises in Australia, in a B2B professional-services context; the publisher’s data-collection section says 4,000 CEO/owner-manager email addresses were sourced from a professional database.

Scope and transfer

Limitations to keep in view

No dedicated limitations statement was visible in the fetched publisher preview; therefore publisher-stated limitations are not stated here.

Research sources

The publisher abstract says the study uses structural equation modeling and a survey of Australian SME CEOs/owner-managers, and reports customization and account-manager loyalty as drivers plus three outcomes. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.