Exploring Salespersons' Customer Orientation as a Mediator of Organizational Culture's Influence on Buyer-Seller Relationships

Michael Ray Williams · Jill S. Attaway

164 citations0/0 files storedJournal of Personal Selling and Sales Management

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Customer Service Quality and Loyalty Quality and Supply Management Employee Performance and Motivation

Abstract

This manuscript reports the results of a theoretically-based empirical study which incorporates the paradigm of relationship marketing. The study specifically examines the relationships among three major variables: organizational culture, customer orientation, and buyer-seller relationship development. Both organizational culture and customer orientation are expected to directly effect relationship development. However, customer orientation is hypothesized to mediate the relationship between organizational culture and relationship development. Thus, the influence of organizational culture on relationship development would be through the customer-oriented behavior of a firm's salespeople. The results from a study of 459 buyer-seller combinations confirm the mediational effect of customer orientation between the selling firms' culture and relationship development.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1980Significance tests and goodness of fit in the analysis of covariance structures.1993Organizational culture and leadership 1958The psychology of interpersonal relations.1986Research in Organizational Behavior.1986Organizational Culture and Leadership 1987Developing Buyer-Seller Relationships 1954The critical incident technique.

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