TITLE

Exploring Salespersons' Customer Orientation as a Mediator Organizational Culture's Influence on Buyer-Seller Relationships

AUTHOR(S)
Williams, Michael H.; Attaway, Jill S.
PUB. DATE
September 1996
SOURCE
Journal of Personal Selling & Sales Management;Fall96, Vol. 16 Issue 4, p33
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This manuscript reports the results of a theoretically-based empirical study which incorporates the paradigm of relationship marketing. The study specifically examines the relationships among three major variables: organizational culture, customer orientation, and buyer-seller relationship development. Both organizational culture and customer orientation are expected to directly effect relationship development. However, customer orientation is hypothesized to mediate the relationship between organizational culture and relationship development. Thus, the influence of organizational culture on relationship development would be through the customer-oriented behavior of a firm's salespeople. The results from a study of 459 buyer-seller combinations confirm the mediational effect of customer orientation between the selling firms' culture and relationship development.
ACCESSION #
9711152906

 

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