Customer engagement in the contemporary business-to-business context: An exploratory analysis from the buyer’s perspective

In the contemporary business-to-business (B2B) context, marked by technological, economic, and geopolitical turbulence, creating and maintaining Customer Engagement (CE) is both challenging and necessary for buyers and suppliers. However, while prior studies have already investigated how suppliers are adapting their practices to retain and attract customers, the buyers’ perspective is largely unexplored in existing literature. Therefore, drawing on the Paradox Theory as an interpretative lens, this research investigates the tensions that characterize CE through interviews with buyers from medium to large companies across various sectors. Results highlight that buyers are not merely passive recipients but active participants in the generation and management of tensions related to CE. At a managerial level, the study proposes an operational framework to support suppliers in adapting their engagement practices. Finally, the study suggests future research directions.