Purpose The purpose of this study is to examine how and to what extent customer-provider service touchpoints impact business customer perceptions and outcomes in the context of long-term business-to-business (B2B) service relationships. To this end, the authors will assess the chain of effect path for different service touchpoints between business customers and service providers – and the long-term impact both on customer perceptions and financial, behavioral and relational outcomes. Design/methodology/approach Enabled by a five-year panel data set, seemingly unrelated regression model methodology is applied to test the proposed conceptual framework. Data are obtained for a sample of 2,175 B2B insurance service companies between 2013 and 2017. Findings Study results shed light on the significance of the sales force in B2B settings, as one of several key service touchpoints – together with firm expertise, service reliability and excellence – driving robust relationships, profitability and cross-buying. Firm-initiated contacts and tangible touchpoints are proven to be ineffective – even damaging in some instances – in terms of driving business customer perceptions. Originality/value The paper delivers empirical evidence providing insight on how service touchpoints and business customer perceptions have a long-term impact on customer outcomes. This has yet to be addressed in B2B service settings – despite being of vital interest to marketers, as the longitudinal approach of the research aids service firms in gaining a better understanding of company-customer touchpoints and the extent to which different factors have a decisive, lasting impact on B2B customer outcomes.

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