Guo, Lei and Ng, Irene C. L. (2012) The antecedents of salespeople's relational behaviors. Journal of Business & Industrial Marketing, Volume 27 (Number 5). pp. 412-419. doi:10.1108/08858621211236089

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Abstract

Purpose – This paper aims to examine the driving factors of salespeople's relational behaviors in the business to business marketing context.

Design/methodology/approach – The hypotheses were tested through a quantitative study via an online survey. Data were collected from 224 salespeople dealing with business customers in manufacturing as well as service industries in China.

Findings – The results showed that perceived consequences, affect-based judgment and salespeople's communal or exchange orientation influenced their relational behaviors. In particular, communal orientation, perceived reciprocity from the customer, and a liking for the customer positively affected relational behaviors, whilst exchange orientation had a negative impact on those behaviors.

Originality/value – This paper provides a framework of the antecedents to salespeople's relational behaviors in the business to business marketing context, filling in the gaps found in previous research by studying the driving factors, not the outcomes, of individual salespeople's relational behaviors.

Item Type:	Journal Article
Divisions:	Faculty of Science > WMG (Formerly the Warwick Manufacturing Group)
Journal or Publication Title:	Journal of Business & Industrial Marketing
Publisher:	Emerald Group Publishing Ltd.
ISSN:	0885-8624
Official Date:	2012
Dates:	Date Event 2012 Published
Volume:	Volume 27
Number:	Number 5
Page Range:	pp. 412-419
DOI:	10.1108/08858621211236089
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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