The role of trust and commitment as mediators between economic and non-economic satisfaction in sales manager B2B relationships

Abstract

Purpose This study aims to validate a research model testing trust and commitment as mediators between economic and non-economic satisfaction in sales manager business to business (B2B) relationships. Design/methodology/approach Based on a broad range of 242 small-, medium- and large-sized Spanish companies, the data analysis used structural equation modeling by means of the SPSS/AMOS 26.0 software. Findings The findings confirm that trust and commitment serve as mediators between economic and non-economic satisfaction in business channel relationships, when adopting a sales perspective. Practical implications This study provides managerial support and guidance for assessing satisfaction, trust and commitment from a sales manager perspective in business channel relationships, to create and maintain long-term exchange relationships, with mutual benefits extending to other partners. Originality/value The findings shed light on the confusion regarding the nomological framework in models related to the quality of B2B relationships, thus confirming the mediating role of trust and commitment between economic and non-economic satisfaction in business channel relationships, following a sales perspective and considering the dual nature of satisfaction, distinguishing between economic and non-economic satisfaction.