A simultaneous examination of the effects of salesperson relationship-building activities and marketing activities on retail buyers' purchase decisions

Firms’ contemporary selling practices often not only demand that salespeople meet sales quotas, but also that they build strong, profitable relationships with customers. Given the belief that relationship-building activities can develop closer customer ties and improve sales performance, scholars have increasingly studied salesperson behaviors aimed at nurturing buyer-salesperson relations. However, while previous sales research has investigated the effects of a number of relational activities on performance outcomes in isolation, knowledge about their effectiveness in comparison to other important performance drivers is virtually absent. The present study provides some first theoretical and empirical insights into this research gap by simultaneously examining the role of specific salesperson relationship-building activities, and product-focused variables, in retail buyers’ new product purchase decisions. Following an extensive literature review, a two-part qualitative field study was conducted to explore salesperson relationship-building activities that are regarded as important by retail buyers. Two key relational behaviors were suggested by the customer-centric and retail industry-specific data; salesperson consultation (communication-based) and salesperson helping behavior (action-based). Drawing on this as well as extant literature, a conceptual framework was developed concerning the influences of these relationship-building activities and other product-focused factors on retail buyers’ new product acceptance. The study’s quantitative component contained a mail and web survey of U.S. retail buyers, resulting in a total dataset of 192 responses. After a comprehensive measure validation process, the theoretical hypotheses were tested using logistic regression analysis. Contrary to existing assertions, the results suggest that salesperson relationship-building activities themselves do not directly and/or indirectly influence purchase decisions, but instead can moderate the effects of product-focused determinants on retail buyers’ new product selections. Data on actual purchase decisions provide a high level of external validity to the findings. The study closes with a concluding discussion, including theoretical and managerial implications of the findings, limitations of the research, and directions for future inquiry.

An Investigation of the Irish Road Haulage Industry’s External Environment

The movement of goods is of critical importance to an economy, especially one, which is dependent on international trade such as Ireland. Considering Irelands distribution of manufacturing and other organisations throughout the country, many firms are dependent upon road haulage effectiveness and efficiency. In recent times there has been somewhat of a growing unease in the road haulage industry in relation to increasing cost, squeezing profit margins even tighter. An understanding of the Irish road haulier’s business environment would undoubtedly shed greater light onto their situation. The paper addresses this issue with an analysis of the industry’s competitive environment. The first step of the research methodology was an intensive search for pertinent literature, from which a limited amount of information was obtained. A confined amount of primary research was then carried out. Purposive sampling was used to establish the required respondents. The techniques used were the research conversation approach in combination with semi-structured interviews. Following this a structured postal questionnaire was issued to obtain quantitative statistics. The preliminary results of which are outlined. The analysis identifies a number of issues within the Irish road haulage industry. The paper concludes with the findings that the Irish road haulage industry is at present a brutally competitive environment due to its fragmented nature and the power of its customers. It also identifies the need for further research in order to establish the validity of certain points and issues.