Multisource Commitment to Suppliers and Salespeople
Marketing & Professional Sales
Answering the call for research on sales force interactions with channel-of-distribution members, this study examines buyers' relationships with both salespeople and suppliers within a multisource procurement setting. Using 171 respondents, buyers' perceptions of commitment, satisfaction, and commitment are examined. Findings suggest that buyers depend heavily on how they perceive both their salespeople and their suppliers. As a result, a buyer's perception of the salesperson's and supplying firm's commitment will greatly impact the buyer's level of satisfaction and commitment to the relationship. Furthermore, the relationship the buyer has with his or her salesperson will, in part, transfer to the supplier.
Anaza, Nwamaka A., and Brian N. Rutherford. "Multisource Commitment to Suppliers and Salespeople." Journal of Marketing Channels 18.3 (2011): 171-188.