Improving interaction in B2B markets based on knowledge management

Abstract

The issue of improving interaction in B2B markets based on knowledge management has been studied. The conducted research of consumer behavior in the process of interaction between business clients and a KIBS company revealed a trend towards a gradual decrease in their activity, which invariably leads to an aging of the customer base and an outflow of customers. Considering the main advantages of KIBS companies, namely a high level of expertise and extensive knowledge bases, it has been proposed to include expert and educational content in the interaction process, which will not only transfer knowledge to customers during the interaction, but also form longterm loyalty by creating strong relationships between participants. The types of knowledge-based communications have been identified, and their phased implementation has been proposed. The conducted research allowed us to develop a model of interaction between a KIBS company and business clients, considering communication activity regression. A shift in the focus of knowledge-based communications from informing to involving and educating has been revealed. The omnichannel inclusion of expert and educational content in the process of interaction between a KIBS brand and a client company is not only justified, but also necessary to preserve and develop the client base of KIBS companies and strengthen its competitiveness.