Personal interaction and customer relationship management in project business

Abstract

Purpose – The purpose of this paper is to examine the role of personal interaction in customer relationship management in the project business. The research question addressed is: How is personal interaction intertwined with the management of customer relationships in the project business? Design/methodology/approach – The authors connect an extensive knowledge of personal interactions in industrial business relationships with research on social interaction in the project business to enrich their understanding of customer relationship management in that business. Exploratory case study is used to empirically examine two firms providing project business solutions: one provides highly-tailored technological solutions to the process industry, and the other provides professional engineering services to that same industry. Findings – The study reveals two specific functions that connect personal interaction with customer relationship management. These two functions explain the importance of personal interaction and disclose the contents of interaction that should be considered in relationship and project management. Furthermore, the authors illustrate how two situational factors influence and are influenced by personal interaction. Originality/value – The study suggests specific conceptualization of personal interaction as a part of project business management.