Faculty Publications

An Empirical Model Of Salesperson Competence, Buyer-Seller Trust And Collaboration: The Moderating Role Of Technological Turbulence And Product Complexity

Document Type

Article

Journal/Book/Conference Title

Journal of Marketing Theory and Practice

First Page

447

Last Page

459

Abstract

Based on the theoretical underpinnings of transaction cost economics, we examine the impact of salesperson competence–one of the important antecedents of trust in a buyer-seller relationship. Using responses from 218 purchasing professionals, we find that salesperson competence has a positive relationship with development of trust in the salesperson and that this relationship is strengthened in the presence of increasing technological turbulence. Further, a positive relationship between the buying firm’s trust in a supplier’s salesperson leads to the development of trust in that supplier organization which ultimately leads to collaboration within the buyer-supplier relationship.

Department

Department of Marketing and Entrepreneurship

Original Publication Date

1-1-2020

DOI of published version

10.1080/10696679.2020.1781539

Repository

UNI ScholarWorks, Rod Library, University of Northern Iowa

Language

en

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