Journal
MARKETING INTELLIGENCE & PLANNING
Volume 37, Issue 7, Pages 721-740Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/MIP-12-2018-0577
Keywords
Cooperation; Coordination; Norway; Economic satisfaction; Non-economic satisfaction; Sales perspective
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Purpose The purpose of this paper is to test hypothesized relationships within and between the domains of action and social alignment based on a sales perspective in business relationships. Design/methodology/approach This study is based on a cross-industrial sample of Norwegian companies consisting of 213 key informants corresponding to a valid response rate of 40.7 percent. Findings The findings validate that coordination relates positively to economic satisfaction (ES); coordination does not relate to non-economic satisfaction (NES); coordination relates positively to cooperation; cooperation relates positively NES; and cooperation mediates between ES and NES. Originality/value This study contributes to incorporating a seller perspective in relation to existing theory and previous studies on a buyer perspective to quality constructs in business relationships.
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