Linking improvisational behavior to customer satisfaction: The relational dynamics

Show simple item record Hultman, M. Yeboah-Banin, A.A. Boso, N. 2019-07-24T11:12:14Z 2019-07-24T11:12:14Z 2018-10
dc.identifier.citation Hultman, M., Yeboah-Banin, A. and Boso, N. (2018), "Linking improvisational behavior to customer satisfaction: the relational dynamics", Journal of Business & Industrial Marketing, Vol. ahead-of-print No. ahead-of-print. en_US
dc.description.abstract Purpose Contemporary sales scholarship suggests that salespersons pursuing customer satisfaction should improvise (think and act on their feet) to find solutions to customers’ emergent problems. A missing link in this literature, however, is the relational context within which improvisation takes place and becomes effective. This study aims to examine how the tone of the salesperson–customer relationship (whether cordial or coercive) drives and conditions salesperson improvisation and its implications for customer satisfaction. Design/methodology/approach The study tests the proposed model using dyadic salesperson–customer data from business-to-business (B2B) markets in Ghana. The relationships are tested using structural equation modeling technique. Findings The study finds that salesperson improvisation is associated with customer satisfaction. It also finds the extent of cordiality between salespersons and their customers predicts but does not enhance the value of improvisation for customer satisfaction. The reverse is true for customer exercised coercive power which is not a significant driver of improvisation but can substantially alter its benefits for the worse. Practical implications By implication, salespersons should improvise more to be able to satisfy customers. However, such improvisation must be tempered with a consciousness of the relationship shared with customers and the level of power they exercise in the relationship. Originality/value Because improvised behavior deviates from routines and may be unsettling for customers, improvising salespersons must first understand whether their customers would be willing to accommodate such deviations. Yet, the literature is silent on this relational context surrounding improvisation. This study, by exploring facilitating and inhibitory relational variables implicated in improvisation, addresses this gap. en_US
dc.language.iso en en_US
dc.publisher Journal of Business and Industrial Marketing en_US
dc.subject Customer satisfaction en_US
dc.subject Exercised coercive power en_US
dc.subject Industrial selling en_US
dc.subject Relationship cordiality en_US
dc.subject Salesperson improvisation en_US
dc.title Linking improvisational behavior to customer satisfaction: The relational dynamics en_US
dc.type Article en_US

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