Rethinking the Relationship Quality Dimensions in B2B: Introducing Tap Model

In the wake of the Covid-19 pandemic, B2B companies have faced the challenge of adapting to virtual platforms and digital transformation to maintain their reputations. Managing relationships through digital channels poses difficulties, particularly in understanding the crucial dimensions of Relationship Quality. This paper introduces the TAP Model (Tools, Approaches, and Practices), a conceptual framework designed to assist B2B firms in navigating and improving their Relationship Marketing efforts within the digital realm. The model aims to redefine the dimensions of Relationship Quality, providing valuable insights for companies striving to sustain and enhance their business relationships in the digital age.