Journal of Business & Industrial Marketing

Coordinated interaction and paradox in business relationships : Table of Contents

Sergio Biggemann, Francis Buttle — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – In this paper the authors present a theoretical framework that shows how interaction between two or more companies depends on its context of performance. Reflexivity between two or more levels of context potentially leads the parties to a situation exhibiting an apparently contradictory nature: paradox. The authors study the manner in which such situations occur and are resolved. Design/methodology/approach – The data in this paper comes from a three-year-long multiple case study investigation. Data was gathered from 15 different organizations through interviews, participant observation and document reviews. Findings – Context-bounded interaction between organizational actors can be interpreted in different, sometimes contradictory, ways, which can create paradox. Parties cannot stay in paradox for long because it may produce adverse personal and social consequences. Thus, resolution of paradox potentially causes significant changes to the structural attributes of relationships. Practical implications – Paradox has potentially significant and destructive consequences for the quality of business-to-business relationships. Organizational actors who understand that paradox has been encountered can develop strategies for exiting paradox and maintaining high-quality relationships with their partners. Originality/value – This paper presents a novel theoretical framework that explains how business interaction can lead to paradox, the experience and resolution of which potentially makes significant changes to the structure of business relationships.

Relationship-value-based antecedents of customer satisfaction and loyalty in manufacturing : Table of Contents

Barbara Cater, Tomaž Cater — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The paper's purpose is to broaden knowledge of customer satisfaction and loyalty in business-to-business markets. Design/methodology/approach – The authors propose and test a model in which customer satisfaction is conceived as mediating the relationship between the elements of relationship value (price, product quality, delivery performance, supplier know-how, time-to-market, service support and personal interaction) and attitudinal and behavioural customer loyalty. The empirical analysis uses structural equation modelling and is based on 477 customer-supplier relationships in the manufacturing context. Findings – The results show that satisfaction is negatively affected by price and positively by delivery performance, supplier know-how and personal interaction. On the other hand, satisfaction positively influences behavioural and attitudinal loyalty. In addition, behavioural loyalty is also negatively affected by price and positively by product quality, while attitudinal loyalty is positively affected by personal interaction. Research limitations/implications – Future research could add views from the supplier's side and also examine the focal relationship in a network of relationships. The model should be cross-validated with the same instruments in other contexts. Practical implications – The paper's main finding that satisfaction is more affected by delivery performance, supplier know-how and personal interaction than by price holds direct implications for generic business strategies. By building unique relationships with their customers, suppliers can demonstrate they have something different to offer when there is strong market pressure on price. In addition, the finding that the antecedents of behavioural loyalty are more “rational” and “firm-related”, while the antecedents of attitudinal loyalty are more “emotional” and “individual-related”, can be used by marketers to improve the relationships with their customers. Originality/value – The paper systematically addresses the antecedents of customer satisfaction and loyalty from the perspective of relationship value dimensions – an approach that has not yet been taken in the literature.

The impact of industry and training influences on salesforce consulting time and consulting effectiveness : Table of Contents

Alfred Pelham — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose if this article is to study the relative impact of industry competitive conditions on salesforce consulting time and consulting effectiveness, relative to the impact of type of sales training. Design/methodology/approach – Surveys were sent to sales managers and hypotheses were tested in simultaneous equation models. Findings – Industry product differentiation has the greatest impact on consulting effectiveness. Industry customer segment number has a positive influence. The relationship between consulting time and consulting effectiveness is highest in commodity industries. Research limitations/implications – Future studies should expand the sampling frame to include all manufacturing industries, service firms, and consumer goods firms. Future studies should include other firm variables such as strategy, structure, and level of market orientation to improve the explanation of variation. Practical implications – Sales managers in commodity industries have a relatively high opportunity to enhance customer relationships by enhancing the consulting aspects of their sales management programs. Originality/value – This study furthers our understanding of the contingency nature of sales management practices on salesforce behaviors and the contingency nature of the impact of those behaviors. This study provides managers in commodity industries with an understanding of the potential value of increasing the extent of consulting-oriented sales training. This study also suggests that managers seeking to increase salesforce consulting should consider restructuring the salesforce by customer group.

Service quality and satisfaction in business-to-business services : Table of Contents

Richard A. Spreng, Linda Hui Shi, Thomas J. Page — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of the paper is to investigate the effects of service quality and service satisfaction on intention in a business-to-business setting. Design/methodology/approach – This research addresses three unanswered questions regarding satisfaction and service quality: the distinction between customer satisfaction and perceived service quality; their causal ordering; and their relative impact on intentions. The data were collected using a large survey of buyers in a business setting. Findings – The data were analyzed using structural equation modeling. The results show that service quality has a larger impact on intentions than does customer satisfaction. The results also show that the effects of individual transactions on intentions are mediated by corresponding cumulative constructs. Research limitations/implications – The primary implications for theory include demonstrating the distinction between satisfaction and service quality; specifying, based on theory and logic, the causal ordering between transaction constructs and cumulative constructs, and between service quality and satisfaction; and assessing their relative impact on behavioral intentions. Originality/value – The results show that one negative transaction outcome may not be sufficient to cause the customer to switch if the cumulative levels are sufficiently positive. Thus, a negative outcome may be discounted by the user if it is seen as a unique occurrence. However, a series of successive negative transaction outcomes may cause the cumulative constructs to become less positive, resulting in lower intentions to repurchase from the same supplier.

A re-examination of B2B sales performance : Table of Contents

Ronald Zallocco, Ellen Bolman Pullins, Michael L. Mallin — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this paper is to contribute to the understanding of sales performance measurement by developing an organizing framework for classifying sales performance measures based on the various performance criteria used by researchers. Subsequently, the results of both a focus group and in-depth interviews with sales managers and salespeople will be presented using the classification framework developed. The objective is to determine whether gaps exist between how researchers and practitioners view and classify salesperson performance measures as well as to provide insights to effective sales management practices in areas such as salesperson skill development, goal attainment, resource allocation, and customer relationship management. Design/methodology/approach – A qualitative study, using in-depth interviews, explores the relationship between sales managers and salespersons and their respective views on sales performance measurement. The interview questions were developed using information derived from a sales executive focus group. In-person in-depth interviews were conducted with eight sales managers and eight salespeople from eight organizations. Findings – The paper proposes a new method for organizing the types of performance measures that are used, crossing effectiveness-efficiency with internally-externally-focused measures. The findings indicate that a gap appears to remain between the attributes of performance that researchers focus on and what occurs in the world of sales. Research limitations/implications – The findings suggest that sales control theories can be used to present an organizing framework of sales performance based on sales outputs, salesperson skill/capability development, sales activities, and market indicators. Our typology might serve as a way to better understand certain research areas where there have been inconsistent findings, and should lead to new measure development for empirical research. In addition, a number of manager and salesperson recommendations for the practicing sales manager are reviewed. Originality/value – This paper helps to clarify an area that is characterized by ambiguity and an identified need to identify new performance metrics.

Evolving B2B e-commerce adaptation for SME suppliers : Table of Contents

Harold Boeck, Ygal Bendavid, Elisabeth Lefebvre — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this paper is to explore a central issue in industrial marketing, namely the buyer-seller relationship, by focusing on how its development influences and is influenced by the use of B2B e-commerce strategies. More specifically, the paper aims at identifying what kinds of B2B electronic interactions are imposed by influential buyers; exploring the link between these electronic interactions and the buyer-seller relationship; and seeing how influential buyers and SME suppliers adapt their own strategies in this online environment. Design/methodology/approach – The multi-case study methodology was used to allow for rich data collection and analysis and to support the discovery of patterns. Findings – The results indicate that large buyers use specific e-commerce processes and tools for the different relationships they have with their SME suppliers. The latter must adapt to these requirements to attain the next relationship level or risk forfeiting their established position. When a supplier reaches the new level, other requirements arise, forcing it to continuously adapt its e-commerce strategy. Research limitations/implications – The model proposed in this paper can serve as a tool to align B2B e-commerce strategies and buyer-seller relationship levels. Practical implications – Some SME suppliers have developed a competitive advantage by going through this cycle faster than their competitors. The following relationship stages were observed: pre-relationship, spot relationship and contractual relationship. Interestingly, there was no collaboration stage in the relationships studied. Originality/value – The paper contributes to an understanding of the link between electronic interactions and the buyer-seller relationship. Its information is particularly relevant to organizations that transact or plan on transacting electronically with clients or suppliers in a B2B setting.

Strategic account management in an emerging economy : Table of Contents

Faten Baddar Al-Husan, Ross Brennan — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The strategy of carefully selecting the most important group of business customers for special treatment – for which several terms are in use – has come in for considerable recent attention from both academics and practitioners. The purpose of this paper is to examine “strategic account management” at a large telecommunications operator in a developing country (“Arab Telco”). Design/methodology/approach – The paper presents an in-depth single-company case study. Findings – The approach to strategic account management employed by Arab Telco shows excellent fit with the recommendations of Western authorities about the implementation of such programs. In particular, there is evidence that the program is being implemented sincerely, with the allocation of additional resources to the strategic account function and the delivery of special treatment to strategic account customers. However, the strategic account program is still relatively immature and the term “key account management” is also in use at Arab Telco; this term refers to many customers who are not of particular strategic significance to the company. Research limitations/implications – Further research is needed into the impact of culture-specific factors on the implementation of strategic account management. The transference of Western marketing models to emerging economies offers fruitful scope for additional research. Originality/value – The paper examines the direct transfer of a well-known Western management technique – i.e. strategic account management – to a major company in an emerging economy in the Arab world.