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

Abstract

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.