Linking improvisational behavior to customer satisfaction: The relational dynamics
Date
2018-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Business and Industrial Marketing
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.
Description
Keywords
Customer satisfaction, Exercised coercive power, Industrial selling, Relationship cordiality, Salesperson improvisation
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. https://doi.org/10.1108/JBIM-11-2017-0298