The value of B2B face-to-face sales interaction in the United States, Canada, and Latin America
International Business and Economics Research Journal
ISSN or ISBN
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.
Byrnes, T. J. and Mujtaba, Bahaudin, "The value of B2B face-to-face sales interaction in the United States, Canada, and Latin America" (2008). HCBE Faculty Articles. 251.