HCBE Faculty Articles
The value of B2B face-to-face sales interaction in the United States, Canada, and Latin America
ORCID
Bahaudin Mujtaba0000-0003-1615-3100
Document Type
Article
Publication Title
International Business and Economics Research Journal
ISSN
1535-0754
Publication Date
3-1-2008
Abstract/Excerpt
Establishing and maintaining solid, long term marketing relationships are instrumental to the success of a sales representative as well as the firm the representative is employed by (Jap, 2001). This research incorporated all relevant aspects of implementing a market driven strategy to support a sustainable customer marketing relationship, including understanding face-face customer sales requirements. The ultimate goal was to understand the customers satisfaction level with face-face sales representatives versus electronic relationship (email and telephone sales support) and as well determine if there is any greater loyalty in a face-face sales interaction versus electronic. As a result of this research, the findings indicate that customer satisfaction levels and loyalty are not compromised by engaging in an electronic relationship with the clients versus engaging in a face-face relationship. The results demonstrate that the customer satisfaction levels and loyalty are actually higher in the indirect channel versus the direct channel.
DOI
https://doi.org/10.19030/iber.v7i3.3236
Volume
7
Issue
3
First Page
79
Last Page
90
NSUWorks Citation
Byrnes, T. J. and Mujtaba, Bahaudin G., "The value of B2B face-to-face sales interaction in the United States, Canada, and Latin America" (2008). HCBE Faculty Articles. 251.
https://nsuworks.nova.edu/hcbe_facarticles/251
