Research Papers
Expand your knowledge of B2B dynamics through our research papers, providing
comprehensive exploration into customer feedback and supplier performance, contributing to a
well-informed approach to business relationships.
All Research Papers
Expand your knowledge of B2B dynamics through our research papers, providing
comprehensive exploration into customer feedback and supplier performance, contributing to a
well-informed approach to business relationships.
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How Communication Traits Drive Customer Satisfaction in Key Account Management
New research reveals the power of trust, commitment, and listening in B2B relationships
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AI and Customer Centricity: What Belgian Consumers Are Teaching Us About the Future of B2C
This research confirms what many forward-thinking leaders already suspect: AI can enhance customer satisfaction—but only when it’s trusted, easy to use, and aligned with customer needs.
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How B2B Brands Can Rebuild Trust After a Crisis
In today’s volatile business environment, crises are no longer a question of if, but when. From global disruptions like pandemics and geopolitical conflicts to isolated incidents like cyberattacks or supply chain failures, companies are increasingly tested on how they respond—not just operationally, but relationally.
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How Key Account Managers Detect Customer Churn Signals
Customer churn is one of the most pressing challenges in B2B sales and account management. While much of the academic literature focuses on predictive models and data-driven churn analytics, what do key account managers (KAMs) actually do in practice to detect when a customer is about to leave?
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How AI Is Changing Sales: Insights from Sales Managers
Discover how Sales Managers view AI in sales. Based on Wout Dietvorst’s Ghent University thesis, this summary explores AI’s real impact on sales teams.
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SaaS Technologies in Belgian Sales: A Strategic Perspective on Adoption and Implementation
This master’s dissertation explores the adoption of Software as a Service (SaaS) technologies within Belgian companies, focusing specifically on the sales departments. Using the Technology Acceptance Model (TAM) as a theoretical framework, the study provides a qualitative, in-depth analysis of how sales managers perceive, implement, and utilize SaaS tools to enhance business performance.
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Consultancy in the Digital Age: How Firms Can Stay Relevant to Modern Clients
In his master’s thesis, “Hoe kunnen consultancy bedrijven zich aanpassen aan de moderniseringsnoden van hun klanten?”, Thibaut Vanhee (Ghent University, 2023) explores a critical question: how can consultancy firms modernize their practices to meet the changing expectations of 21st-century clients?
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How Sales Enablement Transforms Information Flow in B2B Sales
Insights from a qualitative study on coordinating valuable information to sales teams
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Read NowEvaluation of salespeople by the purchasing function: implications for the evolving role of salespeople
Bert Paesbrugghe , Deva Rangarajan , Bryan Hochstein & Arun Sharma (2020) Evaluation of salespeople by the purchasing function: implications for the evolving role of salespeople, Journal of Personal Selling & Sales Management, 40:4, 289-305
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