Time orientation in complex B2B service relationships

Abstract

Purpose

The purpose of this paper is twofold. First, to examine, on the basis of a teleological time orientation, the differences and similarities between actions that take place before and after the sales and purchases of advanced service solutions; and second, to stress that an active consideration of time facilitates the development of satisfactory service solutions to the service provider (SP) and service receiver (SR) (both) and maintenance of the long-term and complex business-to-business (B2B) service relationships in contrast to a passive consideration of time.

Design/methodology/approach

The authors have applied a multi-method design based on: in-depth interviews with key informants at software providers and their customers; analysis of textual documents and structured observations of customer-software provider actions; and follow-up interviews. This study is based on four phases in an industry to examine different views to enable data triangulation.

Findings

Complex B2B service relationships are affected by time in an active way, namely, time in the present is linked to customer expectations and their perceptions through two points: the experience (from past) of the SP and the SR and the service solution, previsualized (from future) before the service is implemented. Each interaction between the seller and the buyer progressively changes the mindset of both from the initial position of each (active consideration of time).

Research limitations/implications

The paper highlights the importance of an active treatment of time and cross-functional SP teams, since the individual salesperson may not possess the knowledge or resources to successfully deal with SR demands in complex B2B service relationships.

Practical implications

SPs should train, support, supervise and evaluate the whole team so that it interacts properly and performs appropriate and timely actions toward a successful outcome with their SRs.

Originality/value

The paper contributes to enhance the understanding of time-oriented sales and purchases in complex B2B service relationships based on advanced service solutions, all of which have rarely been addressed in either previous studies or in theory.

Citation

Rodriguez, R. and Svensson, G. (2019), "Time orientation in complex B2B service relationships", Marketing Intelligence & Planning, Vol. 37 No. 4, pp. 451-464. https://doi.org/10.1108/MIP-08-2018-0330