Electronic mail appraisal: a buyer and seller survey

doi:10.1108/08858620310480304

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Journal of Business & Industrial Marketing

ISSN: 0885-8624

Online from: 1986

Subject Area: Marketing

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Electronic mail appraisal: a buyer and seller survey

Document Information:
Title:	Electronic mail appraisal: a buyer and seller survey
Author(s):	Cynthia J. Bean, (Assistant Professor, Department of Management, College of Business, University of South Florida, St Petersburg, Florida, USA), James S. Boles, (Associate Professor, Georgia State University, Atlanta, Georgia, USA), Cynthia Rodriguez Cano, (PhD Student, University of South Florida, Tampa, Florida, USA)
Citation:	Cynthia J. Bean, James S. Boles, Cynthia Rodriguez Cano, (2003) "Electronic mail appraisal: a buyer and seller survey", Journal of Business & Industrial Marketing, Vol. 18 Iss: 4/5, pp.419 - 434
Keywords:	Business-to-business marketing, Buyers, Communications, Electronic mail, Organizations, Sales
Article type:	Research paper
DOI:	10.1108/08858620310480304 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The communication environment for buyer-seller interfaces is being transformed by a variety of new communication choices. The use of electronic mail in business today is especially prevalent. This investigation explores buyer and seller reactions to electronic mail use in buyer-seller relationships. Two studies conducted explore themes perceived by buyers and sellers regarding electronic mail use. From in-depth interviews of sellers, some initial themes are developed. Second, a survey from a sampling frame of business-to-business sales people and organizational buyers advances the questions of benefits and barriers perceived to be associated with electronic mail use from both the organizational buyer and seller perspectives. From a sample of 103 buyers and 107 sellers, questions are raised about the communicative and relationship aspects that potentially influence the buyer-seller interface. Findings suggest sellers need to be attuned to individual buyers’ views in order to benefit from the new communication options regarding communication choices.