{"related_material":{"link":[{"url":"https://link.springer.com/article/10.1007/s11747-025-01088-3","relation":"confirmation"}]},"citation":{"ieee":"L. Steinhoff, J. J. Kim, V. K. Kanuri, and R. W. Palmatier, “Unintended consequences of selling B2B digital subscription add-ons for customer onboarding,” <i>Journal of the Academy of Marketing Science</i>, 2025, doi: <a href=\"https://doi.org/10.1007/s11747-025-01088-3\">10.1007/s11747-025-01088-3</a>.","ama":"Steinhoff L, Kim JJ, Kanuri VK, Palmatier RW. Unintended consequences of selling B2B digital subscription add-ons for customer onboarding. <i>Journal of the Academy of Marketing Science</i>. Published online 2025. doi:<a href=\"https://doi.org/10.1007/s11747-025-01088-3\">10.1007/s11747-025-01088-3</a>","bibtex":"@article{Steinhoff_Kim_Kanuri_Palmatier_2025, title={Unintended consequences of selling B2B digital subscription add-ons for customer onboarding}, DOI={<a href=\"https://doi.org/10.1007/s11747-025-01088-3\">10.1007/s11747-025-01088-3</a>}, journal={Journal of the Academy of Marketing Science}, publisher={Springer Science and Business Media LLC}, author={Steinhoff, Lena and Kim, Jisu J. and Kanuri, Vamsi K. and Palmatier, Robert W.}, year={2025} }","chicago":"Steinhoff, Lena, Jisu J. Kim, Vamsi K. Kanuri, and Robert W. Palmatier. “Unintended Consequences of Selling B2B Digital Subscription Add-Ons for Customer Onboarding.” <i>Journal of the Academy of Marketing Science</i>, 2025. <a href=\"https://doi.org/10.1007/s11747-025-01088-3\">https://doi.org/10.1007/s11747-025-01088-3</a>.","mla":"Steinhoff, Lena, et al. “Unintended Consequences of Selling B2B Digital Subscription Add-Ons for Customer Onboarding.” <i>Journal of the Academy of Marketing Science</i>, Springer Science and Business Media LLC, 2025, doi:<a href=\"https://doi.org/10.1007/s11747-025-01088-3\">10.1007/s11747-025-01088-3</a>.","short":"L. Steinhoff, J.J. Kim, V.K. Kanuri, R.W. Palmatier, Journal of the Academy of Marketing Science (2025).","apa":"Steinhoff, L., Kim, J. J., Kanuri, V. K., &#38; Palmatier, R. W. (2025). Unintended consequences of selling B2B digital subscription add-ons for customer onboarding. <i>Journal of the Academy of Marketing Science</i>. <a href=\"https://doi.org/10.1007/s11747-025-01088-3\">https://doi.org/10.1007/s11747-025-01088-3</a>"},"type":"journal_article","year":"2025","publication":"Journal of the Academy of Marketing Science","publication_identifier":{"issn":["0092-0703","1552-7824"]},"author":[{"last_name":"Steinhoff","full_name":"Steinhoff, Lena","id":"4336","first_name":"Lena"},{"full_name":"Kim, Jisu J.","last_name":"Kim","first_name":"Jisu J."},{"full_name":"Kanuri, Vamsi K.","last_name":"Kanuri","first_name":"Vamsi K."},{"first_name":"Robert W.","full_name":"Palmatier, Robert W.","last_name":"Palmatier"}],"user_id":"68445","title":"Unintended consequences of selling B2B digital subscription add-ons for customer onboarding","publication_status":"published","date_created":"2025-04-23T08:07:39Z","publisher":"Springer Science and Business Media LLC","abstract":[{"lang":"eng","text":"Business-to-business (B2B) software-as-a-service (SaaS) providers increasingly bundle add-on services with their core service. The implications of such bundles for onboarding customers to the relationship remain unclear; in particular, the common practice of trying to maximize add-on bundling during the customer acquisition phase arguably might conflict with goals to achieve long-term retention of customers. The current study therefore focuses explicitly on the impact of add-on bundling on customer retention during the onboarding stage, using multiple methods. A theories-in-use exploration suggests that the positive effects of add-on bundling may not manifest in the initial relational stage of customer onboarding. A field study involving a B2B SaaS provider further reveals that bundling more add-on services can significantly decrease customer retention during the onboarding stage. Moving to leaner communication channels can aggravate such attrition. Finally, a cross-industry survey of B2B managers identifies complexity perceptions as the likely source of these detrimental effects of add-on bundling during the customer onboarding stage."}],"doi":"10.1007/s11747-025-01088-3","_id":"59638","language":[{"iso":"eng"}],"date_updated":"2025-04-23T08:12:47Z","status":"public"}