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| Tekijä: | Wagner, J.A. Klein, N.M. Keith, J.E. |
| Otsikko: | Buyer-seller relationships and selling effectiveness: the moderating influence of buyer expertise and product competitive position |
| Lehti: | Journal of Business Research
2003 : APR, VOL. 56:4, p. 295-302 |
| Asiasana: | Buying Competition Effectiveness Purchasing Selling |
| Kieli: | eng |
| Tiivistelmä: | The effects of buyer-seller relationships on selling effectiveness were tested in the context of an individual purchase decision in a field experiment using computer interviews. Organizational buyers responded within the interviews to simulated calls from copier salespeople. The results indicate that when these buyers are in a relational exchange with a seller (as opposed to a discrete exchange), they evaluate that seller's product more highly and are more likely to consider and choose the seller's product for purchase. |
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