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• W314159838 endingPage "136" @default.
• W314159838 startingPage "107" @default.
• W314159838 abstract "Abstract: Despite the important role of communication in the business-to-business sphere, little attention is given to it in publications. Research conducted so far focused on the level and scope of information exchange or marketing in general. However, an explanation to what degree communication, particularly taking into account buyer needs in communication, has an effect on buyer-salesperson relationships is absent. Therefore, this paper is based on the thesis that salesperson communication, at variance with buyer expectations, leads to deterioration of buyer's trust, satisfaction, commitment and willingness to recommend the salesperson.The paper defines elements of communication indispensable in maintaining relationships with specific parameters (trust, satisfaction, commitment and recommendation). It also indicates that the extent to which not adapting communication has an effect on the buyer-salesperson relationship does not depend on trust which buyers have in salespersons, compared to other sources of information.The effect of the paper is to indicate the areas of communication towards which a salesperson should direct their efforts and such areas, which, even if lacking conformity, do not have a negative effect on buyer-salesperson relationships.Keywords: communication behavior, interaction, adaptive selling, relationship effects, professional buyers behavior.JEL codes: D83, M30.IntroductionLoyalty of the business customer is based not only on product features but also on convergence of personal and social forces that exist between professional buy-* ers and key contact personnel within supplier firms [Oliver 1999]. The role of key contact personnel in satisfying customers in the business market is important [Bendapudi & Leone 2002; Homburg & Stock 2004]. Furthermore, it has been shown that well-functioning buyer-salesperson relationships improve the financial as well as non-financial performance of both buyers and salespersons [O'Toole & Donaldson 2002].Personal selling is - by nature - a personal communication that seeks to inform buyers about products in an exchange situation [Agnihotri et al. 2009] and relations and networks between enterprises are essentially formed through interpersonal communication [Olkkonen et al. 2000]. In the opinion of many authors communication is of key significance in the relationship process between buyers and salespersons. It can be perceived as the main element of the relationship [Guenzi et al. 2007]. Communication processes underline most aspects of organizational interaction and, therefore, are typically viewed as being critical to organizational success. Communication is treated as the essence of coordinating organisation behaviours and is defined as the glue holding together co-operating enterprises [Mohr & Nevin 1990]. The role of communication is so significant that it has been proposed to treat it as the basic index of a relationship lifespan [Mohr & Spekman 1994].The paper is based on the thesis that communication maybe one of the elements that shape buyer-salesperson relations. In general, research results indicate that there is a link between buyer-salesperson relations and their mutual communication [Webster & Sundaram 2009]. Based on the work of Oliver [1980], we assume that the chance of positive evaluation of communication with the salesperson by the buyer is related to their pre-interaction expectations that create a frame of reference from which a buyer makes post-interaction comparative judgments. When a judgment leads to a worse-than buyers frame of reference comparison than dissatisfaction likely occurs [Lewin 2009]. The paper is intended to show how a misalignment between a buyer s expectations and a salespersons communication performance impacts their relations.This issue is important due to the fact that customer (dis)satisfaction influences an organizations current and future performance [Anderson et al. …" @default.
• W314159838 created "2016-06-24" @default.
• W314159838 creator A5021362706 @default.
• W314159838 creator A5026537306 @default.
• W314159838 date "2013-04-01" @default.
• W314159838 modified "2023-09-23" @default.
• W314159838 title "The impact of misaligned business communication on the quality of salesperson - buyer relationships" @default.
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