THE IMPACT OF MISMATCH BETWEEN SALESPERSON COMMUNICATION AND BUYER\
Place of Publication
The paper was published at the 26th IMP-conference in Budapest, Hungary in 2010.
Purpose of the paper and literature addressed: Despite the important role of communication in the business-to-business sphere, little attention is given to it in publications. The so far conducted research on adapting communication focused on the level and scope of information exchange or marketing in general. However, the explanation to what degree communication, and particularly taking into account buyer needs in communication, has an effect on buyer-salesperson relationships is missing. Therefore, this paper is based on a thesis that salesperson communication at variance with buyer expectations leads to deterioration of buyer’s trust, satisfaction, commitment and willingness to recommend the salesperson.
Research method: The paper is founded on research conducted in 2009 among 379 professional buyers working in enterprises in Poland.
Research findings: The paper defines elements of communication indispensable to maintain relationships of specific parameters (trust, satisfaction, commitment and recommendation). It also indicates that the extent to which not adapting communication has an effect on buyer-salesperson relationship does not depend on trust which buyers have in salespersons, compared to other sources of information.
Main contribution: The effect of the paper is indicating the areas of communication towards which salesperson should direct their efforts and such areas which even if lacking conformity do not have a negative effect on buyer-salesperson relationships.