Precursors and outcomes of satisfaction in seller-customer business relationships: a sales perspective
by Nils M. Høgevold; Göran Svensson; Mercy Mpinganjira
International Journal of Procurement Management (IJPM), Vol. 13, No. 4, 2020

Abstract: Do the same precursors and outcomes apply in business relationships when the relationships are seen from the seller's perspective as opposed to the customer's perspective? Many studies on relationships, particularly those on business relationships, deal mainly with the buyer's perspective. In this study, we take the seller's perspective and test whether the precursors (trust and commitment) and outcomes (specific assets, opportunism and formalisation) of satisfaction, which are tested and retested across multiple contexts and through time to buyer business relationships, also applies to seller business relationships. Data was gathered from a cross-industry sample of Norwegian companies. The questionnaires returned from 213 key sales informants were completed satisfactorily and were useable in this study, generating a valid response rate of 40.7%. Follow-up interviews with sales executives revealed practical consequences of satisfaction, specific assets, opportunism and formalisation. The lesson learned from the feedback is that acting in a way that builds trust benefits both seller and customer.

Online publication date: Tue, 21-Jul-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Procurement Management (IJPM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email