Service language and small talk: differentiating genuine from mundane in B2B contexts

Purpose This study examines the role of genuine small talk in business-to-business (B2B) communication through the lens of service language. By exploring and distinguishing genuine and mundane small talk, the research elucidates the impact of sincere, empathetic interactions on value co-creation and relational dynamics within the B2B contexts. Design/methodology/approach Employing an abductive qualitative research strategy, we conducted semi-structured interviews with 25 B2B professionals from Australian and Indonesian multinational corporations. Data analysis involved descriptive coding and thematic analysis, supplemented by network view strategies to visualize interrelations within the dataset. Findings The study finds that genuine small talk, characterized by sincere and contextually relevant exchanges, enhances relational enrichment, customer satisfaction and long-term loyalty in B2B interactions. Participants highlighted the importance of empathetic communication and personalized conversations in building trust and rapport. Conversely, mundane small talk, marked by superficiality, was found to erode trust and diminish the quality of client relationships. These insights underscore the critical importance of integrating genuine small talk into communication strategies to foster enduring business relationships and enhance overall service effectiveness. Originality/value This study contributes to the service literature by exploring the notion of genuine and mundane small talk in B2B communication, grounding them in service language perspective. It provides novel insights into the verbal and non-verbal elements of genuine small talk, offering practical implications for enhancing B2B negotiation strategies.