Digital Touchpoints and their Influence on Customer Preference for the B2B Market


  • Hazliza Haron Universiti Teknologi Mara Cawangan Perak, Bandar Baru Seri Iskandar 32610 Malaysia and Arshad Ayub Graduate Business School, Universiti Teknologi Mara Shah Alam 40450 Shah Alam Selangor Malaysia
  • Azalia Abd Rahman Passiontree Marketing Sdn Bhd, 270-E Jalan Sultan Iskandar, 30000 Ipoh Malaysia
  • Afiza Hajemi Puffycloud Enterprise, 11 Jalan Lapangan Permata 7, Medan Lapangan Permata, 31350 Ipoh Malaysia
  • Nor Syafiqah Hasnan D’Aquarian Services (M) Sdn Bhd, PT3709 Kawasan Industri Seri Manjung 32040 Seri Manjung Malaysia
  • Johra Kayeser Fatima Canberra Business School, University of Canberra, Australia



B2B, Customer Preference , Website Features , Visual Appearance


Many B2B companies have invested in transformation technology, enhancing their digital marketing strategies. This study investigates digital marketing website touchpoints and explores their influence on customer preference in online transactions. The investigation proceeded with convenience sampling, and 311 electronic manufacturers participated in this online survey. Six variables were tested and analyzed using SPSS regression analysis. Three significant variables are visual appearance, ease of use, and order fulfillment. This study contributes to both theoretical and practical implications of digital marketing practice by B2Bs, especially decisions on the features to be implemented on their current website to enhance their marketing practices further.


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How to Cite

Haron , H., Abd Rahman , A., Hajemi , A., Hasnan , N. S., & Fatima, J. K. (2023). Digital Touchpoints and their Influence on Customer Preference for the B2B Market. Environment-Behaviour Proceedings Journal, 8(SI16), 251–256.