Quality for the individual and for the company in the business‐to‐business market

Abstract

PurposeThe aim of this article is to increase knowledge of the nature of quality in the business‐to‐business market by focusing on the individual and company level aspects of quality. This is relevant because the distinction between individual and company levels in the context of quality has received very little attention in the literature. Also, there is little knowledge of the processes that can lead to quality trade‐off situations between organizational and individual goals.Design/methodology/approachThis article is based on empirical qualitative study on quality in business‐to‐business professional services.FindingsThis article introduces the concepts of quality for the individual and for the company in the business‐to‐business market. It also contributes by explaining and analyzing processes increasing the likelihood of trade‐off between quality for the individual and quality for the company.Research limitations/implicationsThe present study is characterized by the general limitations: lack of statistical reliability and validity; can be used to generate hypotheses but not to test them; and generalizations cannot be made. The following avenues for further research can be suggested. The role of rational and emotional elements should be examined in more detail. The overtime development of quality for the individual and for the company during a long‐term relationship would be an interesting topic for an in‐depth research. Dimensions of quality for the individual and for the company and their priorities may vary in different cultures; a cross‐cultural survey would be required to shed light on this issue.Practical implicationsThe managerial implications of the present study are also discussed including several practical examples of aspects and challenges related to quality for the individual and for the company.Originality/valueThe findings and concepts introduced in this article contribute to the literature because the distinction between individual and company levels in the context of quality has received very little attention in the earlier research. Also, there is little empirical knowledge of the processes that can lead to quality trade‐off situations between organizational and individual goals.