Continuity, coordination and cooperation as mediators between economic and non-economic satisfaction – a sales perspective
Abstract
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.
Keyword : economic satisfaction, non-economic satisfaction, continuity, coordination, cooperation, business sales relationships
How to Cite
Høgevold, N. M., Svensson, G., Mostert, P., & Zietsman, M. L. (2020). Continuity, coordination and cooperation as mediators between economic and non-economic satisfaction – a sales perspective. Journal of Business Economics and Management, 21(6), 1752-1773. https://doi.org/10.3846/jbem.2020.13506
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Ferro, C., Padín, C., Svensson, G., & Payan, J. (2016). Trust and commitment as mediators between economic and non-economic satisfaction in manufacturer-supplier relationships. Journal of Business & Industrial Marketing, 31(1), 13–23. https://doi.org/10.1108/JBIM-07-2013-0154
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Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63(2), 70–87. https://doi.org/10.1177/002224299906300205
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Goncalves, H. M., & Sampaio, P. (2012). The customer satisfaction-customer loyalty relationship. Management Decision, 50(9), 1509–1526. https://doi.org/10.1108/00251741211266660
Grewal, D., & Sharma, A. (1991). The effect of salesforce behavior on customer satisfaction: An interactive framework. The Journal of Personal Selling and Sales Management, 11(3), 13–23.
Hagen, J. M., & Choe, S. (1998). Trust in Japanese interfirm relations: Institutional sanctions matter. Academy of Management Review, 23(3), 589–600. https://doi.org/10.5465/amr.1998.926628
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Prentice Hall.
Harmon, T. R., & Griffiths, M. A. (2008). Franchisee perceived relationship value. Journal of Business & Industrial Marketing, 23(4), 256–263. https://doi.org/10.1108/08858620810865834
Høgevold, N., Svensson, G., & Otero-Neira, C. (2019). Validating action and social alignment constituents of collaboration in business relationships: A sales perspective. Marketing Intelligence & Planning, 37(7), 721–740. https://doi.org/10.1108/MIP-12-2018-0577
Holm, D. B., Eriksson, K., & Johanson, J. (1996). Global perspectives on cooperative strategies. Journal of International Business Studies, 27(5), 1033–1053. https://doi.org/10.1057/palgrave.jibs.8490162
Huntley, J. K. (2006). Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention. Industrial Marketing Management, 35(6), 703–714. https://doi.org/10.1016/j.indmarman.2005.05.011
Hyun, S. S. (2010). Predictors of relationship quality and loyalty in the chain restaurant industry. Cornell Hospitality Quarterly, 51(2), 251–267. https://doi.org/10.1177/1938965510363264
Jap, S. D. (2001). The strategic role of the salesforce in developing customer satisfaction across the relationship lifecycle. Journal of Personal Selling & Sales Management, 21(2), 95–108.
Jiang, Z., Shiu, E., Henneberg, S., & Naude, P. (2016). Relationship quality in business to business relationships – Reviewing the current literatures and proposing a new measurement model. Psychology & Marketing, 33(4), 297–313. https://doi.org/10.1002/mar.20876
Jones, M. A., & Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: An empirical analysis. Journal of Services Marketing, 14(2), 147–159. https://doi.org/10.1108/08876040010371555
Ju, C. B., & Ha, Y. (2019). An empirical analysis of the stage model of business-to-business relationships in South Korea: A longitudinal study. Asia Pacific Business Review, 25(3), 367–391. https://doi.org/10.1080/13602381.2018.1551987
Kang, J., Asare, A. K., Brashear-Alejandro, T., Granot, E., & Li, P. (2018). Interorganizational drivers of channel performance: A meta-analytic structural model. Journal of Business & Industrial Marketing, 33(2), 193–195. https://doi.org/10.1108/JBIM-09-2016-0218
Kumar, N., Scheer, L. K., & Steenkamp, J. E. M. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3), 348–356. https://doi.org/10.1177/002224379503200309
Latdict. (2018). Latin dictionary & grammar resources. http://latin-dictionary.net/definition/14137/cooperor-cooperari-cooperatus
Lee, D., Jeong, I., Lee, H., & Sung, J. (2008). Developing a model of reciprocity in the importer–exporter relationship: The relative efficacy of economic versus social factors. Industrial Marketing Management, 37(1), 9–22. https://doi.org/10.1016/j.indmarman.2007.06.009
Lussier, B., & Hall, Z. R. (2018). Cooperation in B2B relationships: Factors that influence customers’ perceptions of salesperson cooperation. Industrial Marketing Management, 69, 209–220. https://doi.org/10.1016/j.indmarman.2017.09.019
Malone, T. W. (1988). What is Coordination Theory? Massachusetts Institute of Technology, Cambridge, Mass.
Malone, T. W., & Crowston, K. (1994). The interdisciplinary study of coordination. ACM Computing Surveys (CSUR), 26(1), 87–119. https://doi.org/10.1145/174666.174668
Mangus, S. M., & Ruvio, A. (2019). Do opposites attract? Assimilation and differentiation as relationship-building strategies. Journal of Personal Selling & Sales Management, 39(1), 60–80. https://doi.org/10.1080/08853134.2018.1471696
Mbango, P., & Mmatli, W. (2019). Precursors and outcomes of satisfaction in business-to-business relationship marketing: Insights from Hawkers/street vendors leafy vegetable market in South Africa. Cogent Social Sciences, 5(1), 1573954. https://doi.org/10.1080/23311886.2019.1573954
McNeilly, K. M., & Russ, F. A. (1992). Coordination in the marketing channel. Advances in Distribution Channel Research, 1(2), 161–186.
Medlin, C. J., Aurifeille, J., & Quester, P. G. (2005). A collaborative interest model of relational coordination and empirical results. Journal of Business Research, 58(2), 214–222. https://doi.org/10.1016/S0148-2963(02)00496-4
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Mpinganjira, M., Bogaards, M., Svensson, G., Mysen, T., & Padín, C. (2013). Satisfaction in relation to the metrics of quality constructs in South African manufacturer-supplier relationships. Esic Market Economic and Business Journal, 44(1), 55–71. https://doi.org/10.7200/esicm.144.0441.2i
Mpinganjira, M., Roberts-Lombard, M., & Svensson, G. (2017). Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer-supplier relationships. Journal of Business & Industrial Marketing, 32(3), 421–431. https://doi.org/10.1108/JBIM-04-2015-0073
Mungra, Y., & Yadav, P. K. (2020). The mediating effect of satisfaction on trust-commitment and relational outcomes in manufacturer–supplier relationship. Journal of Business and Industrial Marketing, 35(2), 219–230. https://doi.org/10.1108/JBIM-09-2018-0268
Naudé, P., & Buttle, F. (2000). Assessing relationship quality. Industrial Marketing Management, 29(4), 351–361. https://doi.org/10.1016/S0019-8501(00)00112-7
Noordewier, T. G., John, G., & Nevin, J. R. (1990). Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships. The Journal of Marketing, 54(4), 80–93. https://doi.org/10.1177/002224299005400407
Nyaga, G. N., Whipple, J. M., & Lynch, D. F. (2010). Examining supply chain relationships: Do buyer and supplier perspectives on collaborative relationships differ? Journal of Operations Management, 28(2), 101–114. https://doi.org/10.1016/j.jom.2009.07.005
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