Non-economic Satisfaction Research Articles

The Role of Digital Communication Technologies Through Customer and Market Knowledge in B2B on Sales Performance and Satisfaction

ABSTRACT Purpose To explore the role played by DCT, SM, and CRM through customer knowledge, and market knowledge in the sales performance of a salesforce, and their economic and non-economic satisfaction in B2B sales. Design A total of 66 B2B Norwegian companies out of 69 participated in this study. A questionnaire with an introduction letter was sent to 356 sellers, and 216 valid questionnaires were used for this study, generating a net response rate of 60.6%. The approach followed was deductive. Findings The results have both purified and simplified the structural relationships in the nomological framework initially posited. The triadic exploration of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) in relation to customer and market knowledge, the sales performance of a salesforce and their economic and non-economic satisfaction in B2B sales, yield complementary insights to existing theory and previous research. Research implications The combined focus on the effect of acquiring customer knowledge and obtaining market knowledge through DCT, SM, and CRM on the sales performance of a salesforce in B2B sales has important implications. The results have simultaneous implications regarding the role of customer and market knowledge through DCT, SM, and CRM in B2B sales. Practical implications DCT, SM, and CRM enable a salesforce to stay updated and maintain contacts with existing customers, and also facilitate updates, and to getting in contact with potential customers. DCT, SM, and CRM may enable a salesforce to acquire additional information about existing and potential customers. DCT, SM, and CRM may enable a salesforce to obtain more information about the market. Customer and market knowledge may also become more accessible through peers, superiors, or other informants. Originality Contributes to enhancing our understanding of the role of digital communication tools (DCT), social media (SM), and CRM solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to enhancing the understanding of a salesforce’s economic and non-economic satisfaction in B2B sales through DCT, SM, and CRM. The results clarify the structural characteristics between a salesforce’s customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales.

Economic and non-economic satisfaction as interlocking constructs in B2B sales relationships

Purpose: This study tests a research model that reflects the nomological relationship between satisfaction as a two-dimensional construct and continuity, coordination, and cooperation in business-to-business (B2B) sales relationships.Design/methodology/approach: The study sample comprised small- and medium-sized companies across industries in Spain. In total, 237 satisfactorily completed questionnaires were obtained for data analysis. Structural equation modelling was applied to secure the development of the study’s results.Findings/results: The results revealed that sales managers should reach agreements with their partners to put in place appropriate coordination mechanisms that contribute to improving efficiency and achieving expected long-term goals.Practical implications: The study guides B2B sales managers on how to establish good interpersonal relationships with partners, foster an atmosphere in which favourable impressions are generated between the parties, treat each other with respect and promote open sharing of information that avoids distrust and fear of the appearance of opportunistic behaviour.Originality/value: This study provides an extended foundation of the structural properties with intermediary constructs between economic satisfaction and non-economic satisfaction based on a seller’s perspective. This is significant, seeing that most extant studies have explored the constructs proposed from a buyer’s perspective.

The role of conflict and opportunism on the duality of satisfaction in B2B sales relationships

PurposeThis study aims to explore the direct and indirect effects of sales opportunism and sales conflict as well as of non-economic and economic satisfaction in business-to-business (B2B) sales relationships. This understanding offers B2B buyers enhanced knowledge of sales business expectations towards sustainable business relationships in the future.Design/methodology/approachThrough self-administered questionnaires, data were obtained from 237 sales or marketing managers/directors of small- and medium-sized companies across industries in Spain, who were randomly contacted via LinkedIn. The multivariate analysis of measurement and structural models was based on IBM SPSS Amos 27.FindingsThe study confirms that sales opportunism positively affects sales conflict. Moreover, sales opportunism is negatively associated with non-economic sales satisfaction, whereas non-economic sales satisfaction is positively associated with economic sales satisfaction. Consequently, if all associates are pleased with the relationship and the gains it can provide, a long-standing orientation can be achieved.Research limitations/implicationsThe study expands existing theory on seller–buyer relationships in a B2B context. It contextualises direct and indirect relationships between two antecedents (sales opportunism and sales conflict) and two postcedents (economic sales satisfaction and non-economic sales satisfaction) in sales business–buyer settings.Practical implicationsThe study guides buyers in B2B relationships towards an improved understanding of how sales businesses perceive opportunism and conflict (as negative precursors) to impact non-economic satisfaction and how it can influence economic satisfaction.Originality/valueMost studies explore B2B relationship building from the perspective of the buyer, thereby creating a shortfall in developing an understanding of all partner expectations in B2B relational intent. Moreover, the measurement of satisfaction as a multidimensional construct secured the integration of non-economic satisfaction and economic satisfaction within a single model allowing the constructs measured in this study to be holistically assessed.

Precursors and Outcomes of Perceived Value in B2B Banking Services: A Nomological Framework

This paper aims to test a nomological network of the precursors (perceived price, price fairness, and service quality) and the multi-dimensional outcomes (economic satisfaction and non-economic satisfaction; behavioral and attitudinal loyalty) of micro-enterprise customers’ perception of value. Structural equation modeling was used to test a research model and two rival models from data collected from 381 micro-enterprise banking customers. The results show that, by charging fair prices, banks will increase not only micro-enterprises’ positive perceptions of price and service quality, but also their perceptions of value. Positive value perceptions result in greater economic and non-economic satisfaction. This then results in loyalty in both the attitudinal and behavioral senses. Economic satisfaction should first be attained before micro-enterprise customers will be non-economically satisfied and show attitudinal loyalty before behavioral loyalty.

The Influence of Economic and Non-Economic Satisfaction on Formalization, Specific Investments, and Dependence in B2B Relationships

The Influence of Economic and Non-Economic Satisfaction on Formalization, Specific Investments, and Dependence in B2B Relationships

Exploring opportunism, conflict, noneconomic satisfaction and economic satisfaction in a B2B context – A buyer and seller perspective

Purpose: The purpose of the study is to test the relationships between the antecedents of noneconomic satisfaction and its influence on economic satisfaction from both a seller’s and a purchaser’s perspective.Design/methodology/approach: Purchase and sales managers working for Taiwanese companies were included in the sample. Snowball sampling was applied and a total of 218 purchase managers and 208 sales managers participated in the study. Structural equation modelling was applied to the study.Findings: Opportunism was determined as an antecedent to conflict, while opportunism did not have a negative relationship with noneconomic satisfaction. Conflict was established as having a negative relationship with noneconomic satisfaction, which related positively to economic satisfaction in B2B relationships.Practical implications: The findings give purchase and sales managers insights that enable them to understand how opportunism relates to conflict, how these two antecedents relate to noneconomic satisfaction and how noneconomic satisfaction relates to economic satisfaction in purchase and sales business relationships. The tested model validates the hypothesised relationships between opportunism and conflict, conflict and noneconomic satisfaction, and noneconomic satisfaction and economic satisfaction from both a purchaser’s and a seller’s perspective. However, the negative relationship between opportunism and noneconomic satisfaction in purchaser–seller relationships could not be confirmed.Originality/value: No existing study has focused on relationship marketing in business-to-business relationships from both a purchaser’s and a seller’s perspective to establish whether noneconomic satisfaction functions as a connector between economic satisfaction and opportunism and conflict.

Online Travel Agencies (OTAs) and Hoteliers’ Relationships: Do Social and Cognitive Relationships Matter?

This study aims to discover if social relationship as measured by shared value, duration and non-economic satisfaction and cognitive relationship as measured by task performance and economic satisfaction affect OTAs-hoteliers’ relationship, which is measured through trust and commitment. Data was collected from hotels’ operation managers, senior managers, financial executives, business owners, and partners through online surveys. A total of 208 usable questionnaires were returned from 577, resulting in a response rate of 36.04 per cent. The hypotheses were tested using SEM and mediation effects were tested and translated using Hair et al. (2014) nested structural model concept. The results indicate partial mediation for cognitive domain - relationship commitment and full mediation for social domain - relationship commitment affects. Trust forms as the mediating variable.

The role of trust and commitment as mediators between economic and non-economic satisfaction in sales manager B2B relationships

PurposeThis study aims to validate a research model testing trust and commitment as mediators between economic and non-economic satisfaction in sales manager business to business (B2B) relationships.Design/methodology/approachBased on a broad range of 242 small-, medium- and large-sized Spanish companies, the data analysis used structural equation modeling by means of the SPSS/AMOS 26.0 software.FindingsThe findings confirm that trust and commitment serve as mediators between economic and non-economic satisfaction in business channel relationships, when adopting a sales perspective.Practical implicationsThis study provides managerial support and guidance for assessing satisfaction, trust and commitment from a sales manager perspective in business channel relationships, to create and maintain long-term exchange relationships, with mutual benefits extending to other partners.Originality/valueThe findings shed light on the confusion regarding the nomological framework in models related to the quality of B2B relationships, thus confirming the mediating role of trust and commitment between economic and non-economic satisfaction in business channel relationships, following a sales perspective and considering the dual nature of satisfaction, distinguishing between economic and non-economic satisfaction.

The Factors Affecting Cooperation and the Moderating Effect of Technological Turbulence

This present study investigates the effect of technological turbulence on cooperation, the mediation role of non-economic satisfaction between focal constructs of relationship marketing (RM) and cooperation, and the effect of interpersonal commitment on interorganizational commitment. The findings show that high technological turbulence dampens the positive relationship of two focal constructs of RM, non-economic satisfaction mediates focal constructs of RM and cooperation, and interpersonal commitment influences interorganizational commitment. The study uses empirical data from business-to-business (B2B) ICT resellers in Indonesia to test the hypotheses developed. A structured questionnaire via an online platform is used as a research instrument with one hundred and one company participating.

Action and Social Alignment Constituents of Collaboration in B2B Relationships: Buyer and Seller Perspectives

Purpose To test a research model consisting of hypothesized relationships within and between the domains of action and social alignment based on buyer and seller perspectives in B2B relationships. Design/Methodology/Approach Based on two cross-industrial samples of 218 buyer B2B relationships and 208 seller B2B relationships in Taiwan. Findings Findings relate to the dual facets of the domain of membership theory. Cooperation represents more likely intangible and subjective interests of alignment, and coordination represents more likely tangible and objective actions of alignment, in buyer and seller B2B relationships. Research limitations/Implications Validates a research model of action and social alignment in the context of buyer and seller B2B relationships. Contributes to comparing buyer and seller perspectives in relation to existing theory and previous studies on quality constructs in B2B relationships. Offers suggestions for further research. Managerial Implications Practitioners in B2B settings need to focus on joint actions as well as joint interests, and vice versa, as the economic and non-economic satisfaction of a business relationship complement each other. Originality/Value Validates the research model of action and social alignment in the context of buyer and seller B2B relationships. Provides multiple contributions to existing theory and previous studies of relationship quality based on buyer and seller perspectives in B2B settings.

A sequential logic model between sales performance and salesperson satisfaction in B2B markets

PurposeThe purpose of this paper is to test the relationship between objective and subjective sales performance and salespeople’s economic and non-economic satisfaction in a sequential logic model.Design/methodology/approachBased on a questionnaire survey using a deductive approach. A total of 315 companies were ultimately selected for participation in the study, to represent a range of companies from different industries and company sizes in the product-oriented business sector of Norway. A total of 236 questionnaires were returned, generating a response rate of 74.9%.FindingsThe sequential logic of objective and subjective sales performance, in connection with salespeople’s economic and non-economic satisfaction, reveals an underlying structure that can link existing theory and previous studies on sales performance and salesperson satisfaction in business-to-business (B2B) settings.Research limitations/implicationsThe results reported applying only to a B2B setting, to test whether the sequential logic model and mediating effects still hold in such setting. This study is also limited to product-oriented companies in Norway, which offers the opportunity for a future study to verify whether the refined research model also applies to service-oriented companies.Practical implicationsThe results indicate that the constructs of objective and subjective sales performance and salespeoplés economic and non-economic satisfaction are intertwined in a B2B setting. Specifically, these constructs are related to one another sequentially.Originality/valueContributes to structuring in a B2B setting, the relationships between objective and subjective sales performance on the one hand and salespeoplés economic and non-economic satisfaction on the other. It also highlights two mediating effects, namely, subjective sales performance mediates the relationship effect between objective sales performance and salespeoplés economic satisfaction and salespeople economic’s satisfaction mediates the relationship effect between subjective sales performance and salespeople’s non-economic satisfaction.

A seller perspective on economic and non-economic satisfaction as precursors to formalisation, specific investments and dependence in business relationships

PurposeSeen from the seller's point of view, this study examines economic and non-economic satisfaction as distinct conceptual variables, and tests how the constructs relate to each other and to the business transactional cost variables of formalisation, specific investments and dependence.Design/methodology/approachData was collected from 213 key informants from Norwegian companies involved in business-to-business marketing. Structural equation modelling was used to test the posited hypotheses.FindingsThe findings show that sellers' economic satisfaction exerts a positive influence on non-economic satisfaction and on formalisation, while its posited influence on specific investments was not found to be significant. Formalisation was, however, not significantly influenced by seller non-economic satisfaction. Specific investment was positively influenced by seller non-economic satisfaction. The influence of formalisation on specific investments and dependence was significant. Specific investments were also found to be positively influenced by dependence.Research limitations/implicationsThe study reveals the importance of assessing both economic and non-economic satisfaction in trying to understand sellers' behaviour in business-to-business markets.Practical implicationsThe findings show the need for managers to ensure economic satisfaction, as its affects non-economic satisfaction.Originality/valueThis study contributes to a better understanding of satisfaction in business-to-business exchange relationships and its relationship with transactional cost constructs based on a seller's perspective.

Relationship between contractor satisfaction and project management performance

Despite the fast growth of project-based companies and industries, studies of the satisfaction-performance (S-P) nexus of project participants are lacking. This study aims to explore the role of contractor satisfaction in affecting contractor project management performance along with considering external effects from other key participants. Two broad dimensions of satisfaction toward noneconomic factors and economic factors were used to develop hypothesized models. Structural equation modelling techniques were applied with data collected from 117 projects, showing that it is insufficient to simply conclude that contractor satisfaction influences project managerial performance and vice versa, and that satisfaction disaggregation is necessary. Additionally, it was found that noneconomic satisfaction contributes to performance, which in turn contributes to economic satisfaction. The theoretical and practical implications are further discussed.

CONTINUITY, COORDINATION AND COOPERATION AS MEDIATORS BETWEEN ECONOMIC AND NON-ECONOMIC SATISFACTION – A SALES PERSPECTIVE

There is a gap in literature as to how multidimensional satisfaction fits into a nomological network with continuity, coordination and cooperation. Furthermore, most studies focusing on these constructs are limited to a buyer perspective. The objective of this study is to fill this gap by testing a model whereby continuity, coordination and cooperation are regarded as mediators between economic and non-economic satisfaction specifically within business-sales representative relationships, thereby establishing a foundation to assess the structural properties between economic satisfaction and non-economic satisfaction within a business sales context. Managerial implications offered in the paper were discussed and the practical relevance and implementation thereof validated by experienced sales directors. This study contributes by revealing that continuity, coordination and cooperation to some extent mediates separately as well as cumulatively the relationship between economic satisfaction and non-economic satisfaction within a business sales context. Subsequently, it contributes by extending our understanding in relation to existing theory and previous studies of business relationships to a business sales perspective.

Opportunism and conflict as precursors of non-economic and economic satisfaction outcomes in seller–customer business relationships

ABSTRACT Purpose The study explores a seller’s perspective of the influence of opportunism and conflict, which are negatively loaded constructs, on non-economic satisfaction as a positively loaded construct. It further established the influence of non-economic satisfaction on economic satisfaction as a positively loaded construct from a sales perspective in a supplier–business relationship. Design/methodology/approach The study followed a quantitative and exploratory approach. Respondents (sales or marketing managers/directors or key account managers) were asked to identify one main business customer with whom they had interacted in the last year. In addition, respondents were further required to keep the selected customer in mind when answering the questionnaire. Consequently, all 213 but one (one non-response bias) surveys were used in the data analysis. A 5-point Likert-type scale was used to determine the degree to which respondents agreed or disagreed with the items provided in the questionnaire relating to opportunism, conflict, non-economic satisfaction and economic satisfaction in seller–business relationships. The SPSS/Amos 24.0 software was used to conduct the multivariate analysis in two phases. Phase one comprised a confirmatory factor analysis, while phase 2 comprised structural equation modeling. Confirmatory factor analysis was used to assess the measurement properties of each construct, while structural equation modeling was applied to evaluate the hypothesized relationships in the precursor and outcome research model. Findings The findings show that in seller–business relationships, sellers are of the opinion that buyer opportunism and the existence of conflict do affect a seller’s non-economic satisfaction directly, which in turn affects the economic satisfaction of seller–business relationships. Sellers further indicated a positive seller–business relationship can stimulate a long-term partnership if both opportunism and conflict are negatively related to non-economic satisfaction and non-economic satisfaction relates positively to economic satisfaction. Research implications The study makes a practical contribution through an improved understanding of a seller’s perspective on how opportunism relates to conflict, how these two precursors influence non-economic satisfaction and how the latter relates to economic satisfaction in a seller–business relationship environment. An improved understanding of a sellers perspective of the variables under study, can potentially stimulate a long-term partnership if both a seller and a buyer are in agreement that opportunism and conflict are negatively related to non-economic satisfaction and non-economic satisfaction relates positively to economic satisfaction. In terms of the theoretical contribution this study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships applies to seller–business relationships. This study therefore contributes to broaden the relevance of existing theory and the findings reported in previous studies on business relationships, but from a seller’s perspective. This is especially important considering the growing need in the B2B literature to also understand a sellers’ perspective when building long-term business-to-business relationships. Secondly it was established that sellers perceive opportunism to be positively related to conflict in a seller–business relationship. Thirdly, it was established that sellers acknowledge that opportunism has a negative relationship to non-economic satisfaction in seller–business relationships. Seller’s in supplier–business relationships therefore view opportunism as a strain on the non-economic relationship between two parties since one partner can perceive that unfair negotiation practices or other forms of opportunism can benefit the other partner. This outcome can then ultimately have a negative influence on the economic satisfaction experienced, limiting the long-term potential of the relationship. In addition, seller’s argue that the management of conflict becomes critically important in their relationship-building initiatives with buyers. They further argue that there has to be mutual understanding for the role of each partner in the relationship, that each partner wants to benefit economically from the relationship and that mutual exchange is founded on mutual agreement of what such exchange entails. Finally, it was validated that if both the seller and the buyer are content with the relationship and the benefits it has to offer, a long-term orientation can be secured. Originality/value A limited number of research studies explored the B2B relationship between opportunism, conflict and its influence on economic and non-economic satisfaction from the perspective of the seller. Opportunism and conflict as precursors to non-economic satisfaction, where economic satisfaction is an outcome, has not been previously researched from a seller–business relationship perspective. No previous study has focused on relationship marketing in B2B relationships from the perspective of a seller to establish the influence of opportunism and conflict on non-economic satisfaction, and its ultimate influence on economic satisfaction. This finding adds value as it indicates what constitutes non-economic satisfaction in seller–business relationships and how this has an influence economic satisfaction. The two precursors of non-economic satisfaction can be used in future to investigate the influence of non-economic satisfaction on different outcomes such as dependence, commitment, collaborative communication and environmental uncertainty. Considering this, the study contributes to Relationship Marketing theory by suggesting valuable measurement constructs.

Economic and Non-economic Satisfaction as Outcomes of Micro-enterprises’ Perceived Value from Banking Relationships

ABSTRACT Purpose The purpose of this paper is to position economic and non-economic satisfaction as outcomes of micro-enterprises’ perception of value, and to determine the antecedents of perceived value within the business banking industry. Methodology/Approach The study is based on a self-administered and internet-based questionnaire conducted in the South African business banking industry. The sample consists of 381 micro-enterprises that employ one or two staff members. Findings The results reveal that economic satisfaction and non-economic satisfaction are influenced by customers’ perceived value, and that price fairness influences perceived value through the mediating effects of perceived price and service quality. Significant relationships were also found between perceived price and economic satisfaction, and between economic satisfaction and non-economic satisfaction. Research Implications Drawing on social exchange theory, this research adds to the existing literature by exploring price fairness in business customers’ perception of value, and their subsequent satisfaction judgments – specifically economic and non-economic satisfaction. Managerial Implications The study offers banking executives insight into factors that influence micro-enterprises’ perception of value, and the consequences of higher perceived value in terms of their economic and non-economic satisfaction levels. Originality/Value/Contributions Micro-enterprises are an under-researched target group in the areas of price, quality, value, and satisfaction within the business banking industry. The study further contributes to theory by being among the first to posit economic and non-economic satisfaction as dual outcomes of perceived value.

A multidimensional approach to the outcomes of perceived value in business relationships

PurposeThis study aims to explore the relationships, direct and indirect, between business customers’ perceived value, satisfaction and loyalty.Design/methodology/approachThe study was set in the business banking industry, with data collected from 381 micro-enterprise business customers of a large South African bank by means of a self-administered, internet-based questionnaire.FindingsThe results reveal that business customers’ perception of value results in both economic and non-economic satisfaction. The results further indicate that non-economic satisfaction mediates the relationship between economic satisfaction and behavioural loyalty.Research limitations/implicationsThe study contributes to business services marketing literature by taking a multidimensional approach to the traditional value-satisfaction-loyalty chain.Practical implicationsThe study contributes to business services marketing literature by emphasising the importance of perceived value in driving both economic and social outcomes, which, in turn, drives behavioural outcomes. By providing evidence of the outcomes associated with higher perceived value, service providers gain insights into the importance of focussing on value creation and the building of personal connections with micro-sized businesses to ensure future repurchase behaviour.Originality/valueThis research expands on current value research by positioning economic and non-economic satisfaction and attitudinal and behavioural loyalty as outcomes of business customers’ perceived value. This is possibly the first study to investigate satisfaction and loyalty as outcomes of perceived value where both comprise two distinct dimensions.

Trust and commitment as mediators between economic and non-economic satisfaction in business relationships: a sales perspective

Purpose This paper aims to test trust and commitment as mediators between economic and non-economic satisfaction in seller business relationships in contrast to previous studies on buyer business relationships. Design/methodology/approach Based on a cross-industry sample of Norwegian companies with sales or marketing managers/directors or key account managers. Key informants were selected to participate who adhered to specific criteria, such as their designations should be sales or marketing managers/directors or key account managers. Findings Trust and commitment mediate between economic and non-economic satisfaction in seller business relationships in line with what has been previously tested and retested across contexts and through time in buyer business relationships. Research limitations/implications This study helps in establishing an extended foundation to assess the structural properties between economic and non-economic satisfaction, as well as trust and commitment, in business relationships based on seller and or buyer perspectives. Practical implications The tested seller business relationship research model provides a corporate foundation for assessing the seller perspective of business relationships. It also provides a corporate foundation for combining the seller perspective with that of the customer perspective. Originality/value To the best of the authors’ knowledge, it is the first study based on seller business relationships that validates the research model reported in multiple previous studies based on buyer business relationships.

Validating action and social alignment constituents of collaboration in business relationships

PurposeThe purpose of this paper is to test hypothesized relationships within and between the domains of action and social alignment based on a sales perspective in business relationships.Design/methodology/approachThis study is based on a cross-industrial sample of Norwegian companies consisting of 213 key informants corresponding to a valid response rate of 40.7 percent.FindingsThe findings validate that coordination relates positively to economic satisfaction (ES); coordination does not relate to non-economic satisfaction (NES); coordination relates positively to cooperation; cooperation relates positively NES; and cooperation mediates between ES and NES.Research limitations/implicationsThis study tests and successfully validates an action and social alignment model based on a sales perspective in seller business relationships, providing additional insights into the field of relationship quality and the sales literature. Suggestions for further research are provided.Practical implicationsAccording to sales practitioners, the research model makes sense in relation to managerial implications for seller business relationships.Originality/valueThis study contributes to incorporating a seller perspective in relation to existing theory and previous studies on a buyer perspective to quality constructs in business relationships.

Does supplier development lead to supplier satisfaction and relationship continuation?

The primary purpose of this study is to find out if supplier development can serve as a means for buying firms to actively increase supplier satisfaction and eventually predict relationship continuity. Supplier relationships provide an essential means for buying firms to access and leverage supplier resources. One way in which buying firms influence the supply management process is through supplier development. The findings show that supplier development is an important means by which buying firms can increase supplier satisfaction. Supplier development significantly predicts the future of business relationships. Further analysis based on polynomial regressions provides evidence to show how congruence or discrepancy between economic and non-economic satisfaction impact continuance.