A trusted B2B relationship quality in the Asian market: effects of salespeople's attributes

Abstract

Purpose

The research applied service-dominant logic of marketing theory, a customer-centered and relational that principally grounded in service relationships and actor networks. In actor networks, salespeople provide their skills and knowledge, such as expertise, service quality, ethics and shared value to cocreate value for buyers. Therefore, this study explores the attributes of salespeople that influence the quality of the relationship (trust and satisfaction) and, as a result, loyalty in the context of the business-to-business (B2B) relationship in the Taiwan market.

Design/methodology/approach

A causal relationship and survey research design are applied. The study collected 266 valid responses from B2B account managers representing various companies and industries. Structural equation modeling (SEM) was applied to test the hypotheses.

Findings

The results showed that salespeople’s expertise demonstrated the most significant influence on both trust and satisfaction, followed by ethics, service quality and share value, in a descending order of impact. Consequently, trust and satisfaction had a significant impact on customer loyalty.

Practical implications

The four attributes of salespeople play a pivotal role in establishing lasting relationships and maximizing the customer lifetime value. To achieve long-term success in customer interactions and relationships, a well-rounded salesperson should diligently strive to excel in all these attributes.

Originality/value

The novelty and contribution of this study are twofold. First, investigating the quality of the relationship in the context of Taiwanese manufacturers in a B2B setting is still rare, and this is the study first to explore the Taiwanese B2B relationship with its global customers. As Taiwanese manufacturers play a pivotal role in the global supply chain, the research findings have symbolic meaning and practical implications for global business partners. Second, drawing from service-dominant logic theory, this research takes an integrative view by examining the attributes (expertise, service quality, shared value and ethics) that influence and establish a quality trusting relationship and consumer loyalty in the B2B context.

Citation

Lii, Y.-S., Ding, M.-C. and Lee, S. (2024), "A trusted B2B relationship quality in the Asian market: effects of salespeople's attributes", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-08-2023-0767