Validating action and social alignment constituents of collaboration in business relationships

Abstract

Purpose The purpose of this paper is to test hypothesized relationships within and between the domains of action and social alignment based on a sales perspective in business relationships. Design/methodology/approach This study is based on a cross-industrial sample of Norwegian companies consisting of 213 key informants corresponding to a valid response rate of 40.7 percent. Findings The findings validate that coordination relates positively to economic satisfaction (ES); coordination does not relate to non-economic satisfaction (NES); coordination relates positively to cooperation; cooperation relates positively NES; and cooperation mediates between ES and NES. Research limitations/implications This study tests and successfully validates an action and social alignment model based on a sales perspective in seller business relationships, providing additional insights into the field of relationship quality and the sales literature. Suggestions for further research are provided. Practical implications According to sales practitioners, the research model makes sense in relation to managerial implications for seller business relationships. Originality/value This study contributes to incorporating a seller perspective in relation to existing theory and previous studies on a buyer perspective to quality constructs in business relationships.