An exploratory study of the sales-production relationship and customer satisfaction

doi:10.1108/01443570210440500

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International Journal of Operations & Production Management

ISSN: 0144-3577

Online from: 1980

Subject Area: Operations and Logistics Management

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An exploratory study of the sales-production relationship and customer satisfaction

Document Information:
Title:	An exploratory study of the sales-production relationship and customer satisfaction
Author(s):	D.H. Parente, (Pennsylvania State University, Erie, Pennsylvania, USA,), C. Carl Pegels, (School of Management, State University of New York, Buffalo, New York, USA), Nallan Suresh, (School of Management, State University of New York, Buffalo, New York, USA)
Citation:	D.H. Parente, C. Carl Pegels, Nallan Suresh, (2002) "An exploratory study of the sales-production relationship and customer satisfaction", International Journal of Operations & Production Management, Vol. 22 Iss: 9, pp.997 - 1013
Keywords:	Customer satisfaction, Empirical study, Interfaces, Marketing, Operations strategy, Relationship marketing
Article type:	Research paper
DOI:	10.1108/01443570210440500 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Over the past three decades, many researchers have studied the relationship between sales and production departments. This has raised the question: Does the quality of the relationship between production and sales affect the customer? This study uses survey methodology to examine the link between customer satisfaction and the interface variables (connectedness, conflict, coordination) from both a sales and a production perspective. Customer satisfaction responses are aggregated for each sales-production combination and analyzed to determine the impact of the relationship between production and sales personnel. Product type (i.e. engineered-to-order (ETO)) is introduced as a moderating variable. Results indicate that there is a significant impact on customer satisfaction as a result of the cross-functional situation when moderated by product type. The main managerial implication is that the internal relationship between sales and production is important to the customer, specifically in ETO product situations.