Authors: Annie Zhang; Mark Glynn; Roger Baxter
Positive outcomes in a business-to-business buyer-seller relationship occur best when resources are readily available from bothpartners in a trusting and communicative environment. Taking the seller’s perspective, this work-in-progress paper describes a study that assesses the effect thatsalespersons’ attributes and availability of resources from buyers have on relationship outcomes. The first question isthe extent to which salespeople directly affect a relationship’s financial performance outcomes for their company by their focus on relationship-building activities that facilitate resource exchange. The second question concerns to what extent this focus by salespeople on relevant activities with the buyer further aidsfinancial performanceby facilitatingthe availabilityof the buyer’s resources to the seller.In order to answer these questions, the study develops suitable measures for its three main constructs, which are: salesperson’s relationship focus: availability of buyer’s resources: and relationship financial performance. Salesperson relationship focus is assessed in terms of six sales activities. The study then assess the three main constructs both qualitatively and quantitatively, and the relationships between them, in a proposed theoretical model.The study develops the theoretical model for testing using the IMP’s (Industrial Marketing and Purchasing) interaction model, based on its ARA concepts (Actor bonds, Resource ties, and Activity links). The model development also uses some of the ideas of the service-dominant logic of marketing. The sales management literature assists the development of measures for the set of activities that form the dimensions of the salesperson’s focus construct.RESEARCH METHODThe study develops an initial model based on the literature and then makes a first assessment of its validity in a set of 14 qualitatively analyzed interviews. The measures of the model’s constructs also come initially from the literature, with further investigation, both deductively and inductively, in the interviews. The next phase of the study is the collection of survey data from senior salespeople. The study analyzesthis data using correlations, exploratory factor analysis, and structural equation modeling software to assess the measures and to assess the proposed model.RESEARCH FINDINGSThe analysis of the interviews supports the proposed model of the relationships between the three main constructs. The interview analysis also provides a sound basis for measures, both in supporting the validity of the measures found in the literature and in providing the basis for further measure development. The analysis of quantitative data from the survey gives good support for both the measures of the constructs and the proposed model. The study tests a rival model which it finds is not as viable as the proposed model.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)