An empirical model of salesperson competence, buyer-seller trust and collaboration: the moderating role of technological turbulence and product complexity
Journal of Marketing Theory and Practice
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 of Marketing and Entrepreneurship
Original Publication Date
DOI of published version
UNI ScholarWorks, Rod Library, University of Northern Iowa
Srinivasan, Mahesh; Srivastava, Prashant; and Iyer, Karthik N.S., "An empirical model of salesperson competence, buyer-seller trust and collaboration: the moderating role of technological turbulence and product complexity" (2020). Faculty Publications. 391.