Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector

Based on a survey of 505 corporate clients from the information technology industry, this study uses a logit statistical model to analyze whether such factors as loyalty, trust, client importance, intimacy between customer and supplier and the cost of changing suppliers may affect the choice of the marketing channel used by the client. The results show that the greater intimacy between a supplier and a corporate client is a determining factor for the client's preference for being served by the manufacturer rather than an intermediary. In contrast, clients' perception of their own importance to...